An exclusive offer for students of Dan Lok only...
The Two Most Important Books for Every Copywriter's Library, from Beginner to Expert
Free shipping on either one of Gene Schwartz's masterpieces:
*The Brilliance Breakthrough*
*PLUS...a discounted combination offer if you buy both books today!*
By Eugene M. Schwartz
The most important book ever written about persuasion... copywriting... marketing...and human behavior.
ABOUT THE BOOK
Human behavior hasn’t changed since 1966.
Actually, I could plug in any year before 1966 (1066?) and say the same thing.
And while many think this classic book is only about creative, copywriting and direct marketing, it is more importantly about human behavior…how we can predict it and how we need to be immersed in what it takes to understand why people do the things they do at the deepest level.
Gene Schwartz said over and over, publicly and in private:
“The greatest mistake marketers make is trying to create demand”
And one of the most fascinating things you should know about Gene (and so many other legends we consider the greatest copywriters of all time) is that he was never about trying to create mass desire; rather, he saw his job as channeling and directing mass desire.
He makes it sound so simple.
But when a man who could write copy as well as anyone who has ever lived lets us in on his secret to success, we must pay attention.
And it’s why this book might be the most important book ever written for anyone who markets any product or service in any medium. And with your purchase, you will also receive a free subscription to my weekly blog to continue your education--and to hear more about Gene and his contemporaries, past and present. You can unsubscribe at any time.
It would have been a crime to change one word of the original manuscript that Gene penned in 1966…so you will be pleased to know I have not done that…and what you have here is the original, word-for-word version of Breakthrough Advertising, which Gene wrote in 1966.
I take the responsibility of being the shepherd of this sacred work very seriously.
Gene’s wife Barbara has entrusted me with making sure this book lives on forever…and congratulations on your decision to pick up a copy.
The Brilliance Breakthrough
By Eugene M. Schwartz
How to talk and write so people never forget you.
ABOUT THE BOOK
Everyone practicing copywriting or marketing today needs as much Gene Schwartz in their life as possible.
I believe he might be the most important figure in the history of advertising when it comes to the merging of human behavior with copywriting and marketing.
And since I like to say, “marketing isn’t everything, it’s the only thing” (in the context of how to get your mission or vision out to as many people as possible and as powerfully as possible), learning how to write like Gene (which you will from this book) is your ticket to creating the most powerful messaging possible.
As Gene says at the conclusion of chapter three:
“...from words, you have generated images. And now from these images you will generate sentences. And from these sentences you will then generate entire discourses. Stories, reports, instructions, poems... a universe of shared emotions
Despite the fact that Gene never wrote anything for an online promotion, what he is talking about here – and everywhere in this book – applies to all media and forms
of communication: Sales letters, space ads, email, video scripts etc. – any written communication that has as its main purpose to get the reader to respond... and buy. Online or offline.
I think you will also be struck by how simple Gene’s writing approach seems to be and his willingness to peel back the curtain on that approach... word by word, sentence by
And with your purchase, you will also receive a free subscription to my weekly blog to continue your education--and to hear more about Gene and his contemporaries, past and present.
You can unsubscribe at any time.
The exercises at the end of each chapter – almost like “Mad Libs” for copywriting (but way more productive and with “correct answers” in the book!) – will guide you through a process that will make you a better writer.
Also, please follow Gene’s instructions on how to use this book best.
He emphasizes the importance of applying the lessons from each chapter immediately. So if you can, please attack the book as Gene recommends... you won’t be disappointed.
And since I was always taught to never write inside the pages of a book (until I got to college!) – especially one as valuable as this one – I wanted to make it as easy as possible for you to apply Gene’s techniques.
That’s why I created the accompanying workbook which includes all of the exercises which appear at the end of each chapter.
The workbook will also make it easier to toggle between the book and the exercises in the workbook.
These exercises will enable you to write in ways you never thought possible.
I firmly believe that when we are working inside our passion – when our work is truly our play – you can become the best copywriter for your business.
Bundle Both Books and Save
If you would like or add BOTH books to your marketing library, you can do that below.
This special offer is only available to students of Dan Lok.