The Total Package partners with Boardroom Books to bring you Eugene Schwartz’s

Breakthrough Advertising

In the last few years Boardroom Inc., the legendary direct response company, republished what many consider to be the greatest book ever written on direct marketing and advertising – Gene Schwartz’s Breakthrough Advertising.

Why a new edition? Martin Edelston, Boardroom's CEO, says

"The book was recently selling online for $900 (used), so I felt we had to reissue it. After all, we built a wonderful business with these concepts — so can others."

In fact, Boardroom Inc., a legendary company with direct response circles, built its business based on the wisdom this book.

The late Gene Schwartz used to marvel that people came to him regularly to say they directly credited Breakthrough Advertising with their making millions of dollars.

That's when Gene realized his book was about much more than just "advertising." It's about a way to develop an entirely new market for a new or an old product. It involves a number of clearly defined steps. Breakthrough Advertising shows you every single one of those steps.

Gene's masterpiece addresses
the universal problem of all copywriting:

How to write a headline — and an ad that follows it — that will open up a whole new market.

"Breakthrough Advertising," Gene said, "is not about building better mousetraps. It is, however, about building larger mice — and then building a terrifying fear of them in your customers.

‘It's about helping to shape the largest and strongest market possible, and then intensifying that market's reaction to its basic need or problem, and to the 'exclusive' solution you have to offer."

If you haven’t gotten your hands on this book take a peek at the table of contents. You’ll see immediately why insiders in the biz – including many of the hottest six and seven figure copywriters – put this book on a pedestal above all others.

TABLE OF CONTENTS

PART 1: THE BASIC STRATEGY OF PERSUASION

1. MASS DESIRE: THE FORCE THAT MAKES ADVERTISING WORK – AND HOW TO FOCUS IT ONTO YOUR PRODUCT

• What is this Mass Desire – and how is it created?

• Permanent Forces

• The Forces of Change

• How to Channel Mass Desire Onto Your Particular Product
  

2. YOUR PROSPECT’S STATE OF AWARENESS – HOW TO CAPITALIZE ON IT WHEN YOUR WRITE YOUR HEADLINE

• Your headline’s real job

• What your prospect’s state of awareness demands from your headline

• The most aware

• The customer who knows of your product but doesn’t yet want it

• How to introduce new products

• How to introduce products that solve needs

• How to open up a completely unaware market

• Giving words to a hidden dream

• Exploiting a hidden fear

• Leading into an unacceptable problem by starting with a universally accepted image

• To project a hidden desire which cannot be put bluntly into words

• Using a common resentment or unvoiced protest to capture a far greater market than the direct statement of the solution of that resentment would produce

• Projecting an Ultimate Triumph that the prospect will identify with

• Projecting the results of a problem in such a way that it will be identified with by people who would reject a direct statement of the problem itself

• Projecting the result of an accomplishment to attract people who would be frightened away by the work implied to achieve it

• The list never ends

• A final word on style in advertising copy

3. THE SOPHISTICATION OF YOUR MARKET: HOW MANY PRODUCTS HAVE BEEN THERE BEFORE YOU?

• If you are first in your market

• If you are second, do this

• The third Stage of Sophistication

• The Fourth Stage

• How to revive a “dead” product

• Let’s look at an industry that went through all five Stages of Sophistication

• A personal note

4. 38 WAYS TO STRENGTHEN YOUR HEADLINE ONCE YOU HAVE YOUR BASIC IDEA

5. SUMMARY: THE ART OF CREATIVE PLANNING – HOW TO MAKE AN IDEA GROW

• The three levels of creativity

• On motivation research and its relation to the copy writer

• On expressing the personality of a product in your headline

• On the only type of prevention headline that will sell

• On the selection of splinter markets to avoid competition

• In summary

PART 2: THE SEVEN BASIC TECHNIQUES OF BREAKTHROUGH ADVERTISING

6. INSIDE YOUR PROSPECT’S MIND – WHAT MAKES PEOPLE READ, WANT, BELIEVE

• Desires

• Identifications

• Beliefs

7. THE FIRST TECHNIQUE OF BREAKTHROUGH COPY: INTENSIFICATION

• Thirteen ways to strengthen desire

• Your first presentation of your claims

• Put the claims in action

• Bring the reader in

• Show him how to test your claims

• Stretch out your benefits in time

• Bring in the audience

• Show experts approving

• Compare, contrast, prove superiority

• Picture the black side, too

• Show how easy it is to get these benefits

• Use metaphor, analogy, imagination

• Before you’re done, summarize

• Put your guarantee to work

• How to apply these principles of Intensification to the campaign

8. THE SECOND TECHNIQUE OF BREAKTHROUGH COPY: INDENTIFICATION

• How to build a saleable personality into your product

• A personal note

• The roles your prospect desires

• Character roles

• Achievement roles

• How to put these longings for identification to work for your product

• The primary image of your product

• How to build new images into your product

• On the limits to the images your prospects will identify with

• On the saleable identifications springing from the physical product itself

9. THE THIRD TECHNIQUE OF BREAKTHROUGH COPY: GRADUALIZATION

• How to make your prospect believe your claims before you state them

• What exactly is belief?

• The architecture of belief

• A new definition of awareness

• A detailed example

• How belief was built into the opening

• Goal conclusions

• A restatement of our basic theory

• The inclusion question

• Detailed identification

• Contradiction of present (false) beliefs

• The language of logic

• Syllogistic thinking

• Other belief forms

10. THE FOURTH TECHNIQUE OF BREAKTHROUGH COPY: REDEFINITION

• How to remove objections to your product

• Simplification

• Escalation

• Price reduction

11. THE FIFTH TECHNIQUE OF BREAKTHROUGH COPY: MECHANIZATION

• How to verbally prove that your product does what your claim

• Verbal proof

• Stage One: Name the mechanism

• Stage Two: Describe the mechanism

• Stage Three: Feature the mechanism

• On the importance of mechanism when you want to convince your reader that you’re giving him a bargain

12. THE SIXTH TECHNIQUE OF BREAKTHROUGH COPY: CONCENTRATION

• How to destroy alternate ways for your prospect to satisfy his desire

• What concentration is

• Let’s see how he does it

• A second strategy

• One final word on concentration

13. THE SEVENTH TECHNIQUE OF BREAKTHROUGH COPY: CAMOUFLAGE

• How to borrow conviction for your copy

• Let’s look at a few examples

• The second way to borrow believability

• Believability – borrowing strategy

14. THE FINAL TOUCHES

• Verification – How to offer authorities and proof

• Reinforcement – how to make two claims do the work of four

• Interweaving – how to blend emotion, image and logic into the same sentence

• Sensitivity – how to give you reader what he demands step by step throughout your copy

• Sample Ad #1

• Sample Ad #2

• Sample Ad #3

• Sample Ad #4

• See how structure differs

• Momentum – how to draw your reader deeper and deeper into your copy

• Mood – how to pack your copy with drama, excitement, sincerity or any other emotion you wish

EPILOGUE – A COPYWRITER’S LIBRARY

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Right now used copies of
Breakthrough Advertising
are selling for as much as $358.85
on Amazon – but you can get it here
for only $95.

Yup, here at The Total Package we want to make sure you’re not getting fleeced by folks selling used copies so you can get your brand new, hard cover copy of this 236 page masterpiece for less than a third of what it’s selling for online.