George Lucas, creator of the Star Wars series of classic films, was complimentary about the storytelling in Mel Brooks’ Star Wars spoof (which was titled Spaceballs, released in 1987).
After Lucas saw a screening of Spaceballs, he sent what Brooks recalled was a “lovely note”:
It’s dangerous comedy. I was afraid I would bust something from laughing.”
Getting permission to make the lampoon version of such an iconic series of films was incredibly easy for Brooks…before and after Lucas saw the final product (he is obviously a good sport).
However, Lucas’ only restriction was that licensing products from Spaceballs was off limits.
But when Brooks coined the phrase, “May the Schwartz be with you” in Spaceballs, a parody of “May the Force be with you” from Star Wars, there was a fear that he might not be able to prevent “inadvertent licensing” as the phrase took on a life of its own.
I didn’t do a search on whether Brooks violated his “non merchandising” agreement (that would involve too much over-Googling/Chat GPT)…but there are many images and GIFs when you Google “May the Schwartz…”
Did you know that GIFs first appeared in 1987?
Hmmm. 😉
Regardless, I bet there is an illegal poster or two circulating somewhere.
“The Schwartz,” in Spaceballs, is a supernatural force that Yogurt (a character played by Brooks, a parody of the Star Wars character Yoda) is the keeper of…and it consists of the “Upside” (good) and the “Downside” (bad).
Here is Yogurt letting you know about “The Schwartz” (hopefully legal):
Why am I telling you all of this?
Because I found it interesting…and relevant…to another force called “Schwartz.”
That’s Gene Schwartz…and no need for science fiction when talking about him.
And this other Schwartz is ALL good.
Gene was one of the greatest copywriters who has ever lived…author of a seminal book about copywriting, marketing and human behavior (Breakthrough Advertising) …and someone who is more popular today than when he wrote his masterpiece in 1966.
As evidenced by the fact that I have sold 15,000 copies since I republished it in 2016…in over 75 countries…and at a premium price (but much less than it was going for on the open market at the time).
And it’s as relevant today as it was in 1966.
Kind of like Mel Brooks?
Today I want to share with you a video presentation I gave at the “AWAI Bootcamp” in 2021 (an annual conference where the best of the best copywriters assemble each year) …on a topic I have written about and spoken about before…but I enhanced it with some additional “Force” (i.e. “Schwartz”).
It’s titled: Why copy is the least important element of any promotion…until it’s not
Once I get to the part about when creative IS the most important element (spoiler alert), I talk about two key Schwartz principles that are critical when writing to any audience…and should never be ignored.
I’ve repeated a few concepts from previous blog posts (for the purpose of background) in this video presentation; but since many of you have told me my blogs are too long and that I should do more videos, those repetitions might be new information if you never read my blogs. 🙂
I know “The Schwartz” will be with you regardless.
Click here.
Warmly,
Brian
P.S. Wanna keep the Schwartz with you whenever you need it/him?
That’s my offer to you today.
But you need to act on it in the next 48 hours.
If you act now, you will enter a room/community/Zoom screen where I guarantee you are not the smartest person (because then you would be in the wrong room/community/Zoom screen).
But you will be in the room where it happens (i.e. where everyone is getting smarter…together).
And forces and Schwartz’s coming at you from all directions.
This link will take you to a page of mammoth results and information about a special two-week “event”—a mini mastermind– I am hosting where you will be able to encounter your first…or second…or tenth…hot seat.
And connect with like-minded marketers, copywriters and entrepreneurs, many of whom will become part of your community for life.
With…
- Six, 90-minute live calls (with recordings) exploring the mind and world of Gene Schwartz, one of the greatest copywriters, marketers and human behaviorists who has ever lived.
- “Office hours” with me during the Bootcamp…and my marketing partner Chris Mason…to make sure you have an action plan once you have gone through the calls and the exercises. You will need to do some work, however. And it will be well worth your while.
- A private Facebook group for all members of the Bootcamp…to exchange ideas and make lifelong friends at the same time.
- During the two weeks of Bootcamp calls, you will also have a complimentary “seat” inside my Titans Xcelerator Mastermind (twice!) to see what I am talking about regarding a larger curated community where everyone helps everyone (which the Bootcamp will do in miniature).
There will never be an obligation to join.
My guarantee:
You will be “phoning friends” long after these 8 calls…and that’s whether you stay in my orbit or not.
All for the exorbitant price of $197. 🙂
What’s holding you back from joining the 11th Breakthrough Advertising Bootcamp?
It will be the best one ever…because it encompasses the accumulated learning from the previous ten…but only if you choose to be there.
Please click here to read all about it…and to register.