• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to secondary sidebar

Info Marketing Blog

  • Info Marketing Blog
  • About Lawrence Bernstein
  • Direct Mail SMASHES Censorship

Eugene Schwartz Copywriting Swipe File

Eugene Schwartz’s Attention Grabbing Power Words

by 1 Comment

Gene Schwartz Advertising“Friends, power, love, money far beyond your fondest dreams into your life OVERNIGHT!”

These belong to a class of power words that quietly, yet surely bypass the psychic gatekeepers designed to defend against advertising overload.

How they work is less important than that they work and a generous sprinkling of them will give a spark to almost any ad.

See how Gene Schwartz infused this ad with plenty of “power words” and word pictures which leap off the page. You can download it by clicking on the thumbnail to the left.

Then see how other marketers are using these same tested and proven ideas today…

Filed Under: Direct Response Copywriting Swipe File, Eugene Schwartz Copywriting Swipe File

Eugene Schwartz Ad #14: “Do You Have the Courage to Earn a Half Million Dollars a Year?”

by 10 Comments

Eugene Schwartz Ad # 14Eugene Schwartz wrote this ad just over 40 years ago and insertions mushroomed into newspapers and magazines all across the country.

It even appeared in the conservative financial publication, “Barron’s National Business and Financial Weekly.”

It’s a little high brow yet at its core, it’s a business opportunity ad.

You can click on the thumbnail to the left for a fully readable PDF of the ad but if you do nothing else, put this one into your headline swipe file.

Few could package a giant (often bordering on an unbelievable) promise into an irresistible read like Eugene Schwartz.

The “Do you have the courage…” preamble really adds topspin to the claim.

Imagine running across a headline today that reads: “Now You Can Earn a Half Million Dollars a Year.”

Even for the average white collar worker reading Barron’s, this is hard to swallow.

Now, imagine encountering this ad in 1967. That year, $500 thousand was worth over $3 million in 2010 dollars.

The claim seems nuts.

Yet this ad had a ton of insertions over the course of several years.

Were people just gullible in the 1960’s?

Hardly.

The beauty of “Do You Have the Courage to Earn a Half Million Dollars a Year?” verses “Now You Can Earn a Half Million Dollars a Year” is it deflects the attention from the claim to an internal quality in the reader. The headline is then paid off perfectly with the qualification process spelled out in the body copy.

This is one of those evergreen headlines that’s very customizable today. The real beauty of it is it’s still virgin swipe material for use online.

Unlike the now nauseating “Who else wants?” headline which mindless marketers continue to ape, this is the kind of headline that can add a jolt of power to your promotions and make them stand out from the rest of the crowd.

Yes, there are a few dated elements to the ad like the exclusive use of masculine pronouns but Gene’s copy is timeless.

Here are the lapel grabbing fourth and fifth paragraphs of the ad.

And above all, [for the kind of man] who is willing to accept the responsibility for other men’s futures, the loneliness that always surrounds the person in command, and the envy and hostility that will plague him for the rest of his life.

Do you have the courage to reach out for this kind of life? To accept its incredible rewards and incredible hazards? If you do, read on. If you don’t, consider yourself lucky and turn the page — there is nothing left in this ad that will make an iota of sense to you.


Filed Under: Eugene Schwartz Copywriting Swipe File

Eugene Schwartz Ad #67: “From 4 Packs a Day to Zero In 4 Hours!”

by 1 Comment

http://www.infomarketingblog.com/images/Eugene_Schwartz_Stop_Smoking_AdHere’s an ad for quitting smoking written by Gene Schwartz in 1975.

32 years later this is a much quieter market in the United States.

But imagine taking this approach to Russia or China where tobacco use is stratospheric and direct response advertising is still a wide open highway.

Have you ever seen a stronger testimonial then the one Gene puts front and center in this ad?

If You Read Nothing Else, Read This:

“In this book, the millions of Americans who want to stop smoking have a sound plan, based on medical and scientific experience and research. The re-learning approach, on which this is based, has already proved effective for thousand of ex-smokers. Every cigarette smoker who wants to quit could be helped enormously by following the advice in this excellent book.”

American Cancer Society, Luther L. Terry M.D., former U.S. Surgeon General

From 4 Packs a Day to Zero In 4 Hours!

Filed Under: Eugene Schwartz Copywriting Swipe File

Eugene Schwartz Ads in the Childhood Education Market

by 4 Comments

How to Turn Your Child Into A Classroom WizardWhat happens when the world’s most successful direct response copywriter does an “internship” educating underprivileged kids in New York City’s Harlem?

Why, some of the winingest ads ever written in the childhood education market.

Gene was so passionate about methods of learning and educating children that he left the comfort of his Park Avenue apartment several times a week and traveled three miles north to Harlem while pioneering a pet program. That program sought to bridge the vast divide which separated black kids in Harlem from their wealthy, white counterparts in Gene’s neighborhood.

It had a lifelong impact on the lives of many of these children.

Gene, of course applied the same learning strategies at home with his son, Michael who went on to have a bright career on Wall Street, thanks to the mathematics and physics workouts by his dad’s side. (See photo in: “How to Turn Your Child Into a Classroom Wizard.”)

[Read more…] about Eugene Schwartz Ads in the Childhood Education Market

Filed Under: Eugene Schwartz Copywriting Swipe File

  • « Go to Previous Page
  • Go to page 1
  • Go to page 2

Primary Sidebar

YOURS FREE...
Money making marketing secrets from Bruce Lee!

Recent Posts

  • The Case Against Swiping Part 1 (UPDATE)
  • One of the All Time GREATS in the History of Food & Beverage Advertising
  • Attack of the Killer TINYTORIALS
  • Interview with an Under-the-Radar SUPER STAR Who Sold 200,000 Books a Year
  • Copy That TRANSCENDS the Product for Sale Part 2 (“Your Silver Passport to Travel the World”)
  • All Time Top 10 Ad in Education (“How to Become a Straight-A Student”)
  • One of the Greatest U.S.P.s You’ll Ever See
  • Jeff Paul’s Greatest Story Selling Ad… and What’s Become of Him
  • From RED HOT Lead Gen that Rocked Response in the Silver Market… to a 3,300 Word Double Page Spread (Dan Rosenthal Dynamite)
  • The Power of Demonstration… During a SEISMIC WAVE of Demand
  • In Memory of a Marketing Legend (Joe Sugarman 1938-2022)
  • SMASHING 800-Pound Gorilla Objections in Your Headline
Your Christmas Present?
MAGIC HEADLINES Vol. 2
 

Secondary Sidebar

 
 
 
 
 
 
 
 

Interview with Ogilvy & Mather CEO, Ken Roman

 
 
 
 
 

Breakthrough Business Technologies, Inc. All rights reserved. 6890 E. Sunrise Ste. #120-118, Tucson, AZ 85750 USA 866-863-4850
Privacy Policy | Terms of Use | Earnings Disclaimer