They say that the best book on copywriting is Eugene Schwartz’s Breakthrough Advertising.
I tried looking for the book on Amazon.
It costs about $400!
I would some day get my hands on the book. But for now, googling for the most important point from the book is sufficient.
Here’s the main lesson:
Let’s get to the heart of the matter. The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exists in the hearts of millions of people, and focus those already existing desires onto a particular product. This is the copy writer’s task: not to create this mass desire – but to channel and direct it.
Actually, it would be impossible for any one advertiser to spend enough money to actually create this mass desire. He can only exploit it. And he dies when he tried to run against it.
He said don’t create the desire – but channel and direct it.
- Focus on selling to those who want and need it. Don’t try to convince people who don’t want it to ‘want it’.
- Target the right group to take action, not the broad group to make them interested to take action. 1% committed people are better than 100% interested group.
- Don’t email blast your list. Slice and dice your lists according to their interests and send the right materials to them.
- Don’t make guesses about your audience hopes, fears, dreams and desires. Really get to know your market’s emotional hot buttons.
Lesson: Sell to those who already want it. Don’t create desire, but channel and direct it.