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

Info Marketing Money Machines

  • Info Marketing Blog
  • About Lawrence Bernstein
  • Direct Mail Money Machines
  • Magic Headlines Vol 2

Gradualizing Your Advertising Claims Into Cash

by Leave a Comment

Gradualization is one of the techniques of Breakthrough Copy, Gene Schwartz delves into in Breakthrough Advertising.

What’s gradualization?

Let’s take it straight from Gene Schwartz in his legendary book.

“Gradualization is the art of starting your ad with a statement that will be immediately and entirely accepted, and then building a subsequent chain of acceptances upon this first statement. The purpose of this chain of acceptances is to lead your reader to a goal conclusion, which he will then accept, but which he would not as readily or as thoroughly have accepted without the preliminary statements.”

It’s infeasible to recap such an important advertising concept in this short space, but that’s the gist of gradualization.

Analogously, here’s something to keep in mind.

Oftentimes, leading with your biggest, most powerful claim in your headline is not the way to go. As Schwartz mentions, it’s a paradox many ad writers refuse to accept.

But, just think of boxing.

An accomplished boxer may possess a powerful uppercut, but he’d be a fool to throw it at the start of a match.

Why?

Because it’s a lot more efficient to throw a few stiff jabs, get his opponent’s attention, and then get in the proper range to throw the uppercut.

And so it is with advertising claims.

Sometimes it’s best to hold off with your strongest claims, until you’ve “thrown a few jabs” and gotten your prospect’s attention.

Take a look at these headlines.

They don’t hold anything back, but notice the difference that gradualization makes.

  • “Break All The Rules and Win a 35-Year-Old-Body at 50-60-70 and Beyond!”
  • “You Can Lose 20-40-60-80 Even 100 Pounds… and Never Gain an Ounce of It Back!”
  • “Begin Your ‘Middle Years’ At 70, 80, Even 90!”

Sure, it’s possible to use a headline with the core claim: “You Can Lose 100 Pounds and Never Gain an Ounce of It Back!”

But, feel how much more credible the lesser claim is: “You Can Lose 20 Pounds…” This is a claim most people can swallow 🙂 because with consistency in diet, getting to the gym and quitting snacking, it’s an attainable goal.

Now, notice what Schwartz does.

He takes the basic claim “Lose 20 pounds” and dasiy-chains higher amounts of weight… “20-40-60-80 Even 100 Pounds.”

Instead of having the prospect turn the page or flip the channel on the unbelievable claim of losing 100 pounds, gradualization lets the copywriter “work his way up” to the big claim, without sacrificing believability.

Something to think about when creating your next ad.



Whether you’re an A-List copywriter, or fledgling copy cub… this Copywriting Workshop will be the moment for you.

The before-and-after moment… since it will turn on its head much of what you (think you) know about the art and skill of copywriting.

Want to you to elevate your copywriting prowess, boost your response and save oodles of time?

The Master’s Copywriting Workshop

Filed Under: Eugene Schwartz Copywriting Swipe File

Reader Interactions

Leave a Reply

Your email address will not be published. Required fields are marked *

Primary Sidebar

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

Recent Posts

  • Magic Headlines Volume 2 (UPDATED)
  • “Fat Magnets”… Copy Crooks… and a MAGIC Weight Loss Headline
  • George Haylings: Info Marketer Who Laughed at the Depression
  • 12-Year Diet Plan Control That Beat the Odds in a Sea of Charlatans
  • 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
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