Lost Secrets of Breakthrough Advertising

The Eugene Schwartz Lecture To Philips Publishing

Eugene Schwartz was a legendary copywriter. In fact, I would go as far as to say that he is one of the greatest copywriters who ever lived – we still swipe his material today. His specialty was direct-mail campaigns, and before he passed away in 1995, he had written 10 books including “Breakthrough Advertising”. Although I study a lot of marketing and copywriting books, in one of his last seminars he shared some powerful secrets which I would say blew me away.


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