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Breakthrough Advertising by Eugene Schwartz - got the book?

by JasonParker
11 replies
Im re-reading Breakthrough Advertising. It's funny how it all went into one ear and out the other the first time I read it a couple years ago.

It's really a pretty genius book now that I've had some good recent primers before picking it up again. Like Brian McLeod and Garfinkel's Fast Effective Copy training and also The Secret of Selling Anything by Harry Browne. I think you really need to understand Salesmanship on a one to one level from The Secret of Selling Anything before you find out how Schwartz takes it to a mass market level. That's my experience anyway.

I'm thinking about starting a study group on Breakthrough Advertising. It'll be a Google Group. Probably 5 to 10 people.

Let me know if you're interested in being in it. It's free obviously and it'll be laid back. But you have to already have a copy of the book or you're planning on getting it for the group.

If you want in, then just shoot me your email address in a PM and I'll send you the invitevia email.

There may not be enough people interested in this, but we'll see how many people care about it lol...
#advertising #book #breakthrough #eugene #scwartz
  • Profile picture of the author Raydal
    I've read that since 6 years ago but I still have it on my
    desk and was flipping through just a couple days ago.

    It's my all time favorite copywriting book because
    it goes so much beyond copywriting. Schwartz had
    an excellent mind.

    -Ray Edwards
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    • Profile picture of the author JasonParker
      Originally Posted by Raydal View Post

      Schwartz had
      an excellent mind.

      -Ray Edwards
      He sure does. I wouldn't even be able to read through this thing without a highlighter and without putting it down every few pages to think about it.
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  • Profile picture of the author Steve Hill
    Speaking of Breakthrough Advertising, is there a difference between the 1984 version and the 2004 version? What about the on-demand version? Any info appreciated.
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  • Profile picture of the author maximus242
    The version produced by boardroom is based off of the original version.
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    xResponsive Advertising Agency | Direct Marketing | Online Advertising | Create Breakthrough Campaigns for Your Business http://xresponsive.com

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    • Profile picture of the author Steve Hill
      Originally Posted by maximus242 View Post

      The version produced by boardroom is based off of the original version.
      Meaning it is the same?
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      • Profile picture of the author JasonParker
        Originally Posted by Steve Hill View Post

        Meaning it is the same?
        I have the 2004... Just found this in the first few pages...

        "this edition incorporates every word of the original and classic 1966 edition."
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  • Profile picture of the author maximus242
    The only difference with the new version is they added on an introduction from the president of boardroom
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    xResponsive Advertising Agency | Direct Marketing | Online Advertising | Create Breakthrough Campaigns for Your Business http://xresponsive.com

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  • Profile picture of the author Steve Hill
    Thanks for the clarifications. Based on the feedback, it seems that this economical replication of the original version of Breakthrough Advertising should be the same too.

    It's $34.95 from this bookseller (instead of $100 and up for the original):

    Breakthrough Advertising by Eugene M. Schwartz: New, Softcover, $34.95 at Alibris Marketplace
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    • Profile picture of the author Hugh Thyer
      Oh man, I just paid $120 for it.

      But one VERY heavy weight copywriter I know says it's the best book on copy, with daylight second.
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      • Profile picture of the author JasonParker
        Originally Posted by Hugh Thyer View Post

        Oh man, I just paid $120 for it.

        But one VERY heavy weight copywriter I know says it's the best book on copy, with daylight second.
        No worries. It takes about the same time it takes to read 7 books, so you've gotten your money's worth lol...
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      • Profile picture of the author Steve Hill
        Originally Posted by Hugh Thyer View Post

        Oh man, I just paid $120 for it.

        But one VERY heavy weight copywriter I know says it's the best book on copy, with daylight second.
        But it sounds like you'll have an original edition, which theoretically has more collectible value than a replication.

        In the long run, it's a minor difference price-wise, because the knowledge in this book is pretty much priceless and timeless. You'll probably re-read it several times.
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