Here's a Must-Have... Eugene Schwartz Lecture to Philips Publishing

11 years ago

That is an excellent lecture. Full of nuggets.

He gave the same one to Rodale. I have both audios.

I also have the video of the same at Rodale. Although there's nothing extra in the video.

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hawaiihypnotist 10 years ago

By any SLIM chance do you still have these videos? I'm working on a project where I'm going to be modelling Eugene. Video will be extremely helpful.

Thanks a million!

Antonio
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I'm a Kauai Hypnotherapist and I also have a Hypnosis Reviews blog. Needless to say I love Hypnosis ;)
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hhhusted

11 years ago

Originally Posted by shawnlebrun

After working 12 years as a copywriter, there aren't many
books or courses I haven't read.

But for some reason, this little nugget had slipped past my
radar for quite some time.

I found it to be an important synopsis of copywriting, so
I wanted to post it here.

It's a short but powerful lecture that Eugene Schwartz
gave to Philips Publishing.

Most people know him best for his Breakthrough Advertising
book, which is also a must read.

But this little pdf packs a powerful punch.

If you haven't read it, put it on your "to do today"
list.

Some of my biggest "ah ha" moments as a copywriter
came after reading or hearing something from Eugene
Schwartz.

For example...

"You, as a company, as an executive, as a copywriter,
have ten seconds for your headline to stop that hand
from throwing your piece away.

And a headline is a very simple device that has a
very easy job to do. Except that people make it
extremely hard.

The purpose of this headline: "Burn Disease Out of
Your Body" - which is the first thing they see in those
ten seconds - is to get them to read the next
paragraph. That's all it is. Nothing else.

It sells nothing. It confirms nothing. It argues nothing. It
establishes nothing about the firm. If it stands by
itself it would do nothing in the world, but all it's
gotta do is, it's got to get them to read the next
paragraph."

Like I said, pretty powerful stuff.

Here's a link to grab this Eugene Schwartz lecture
it for free...

http://infositelinks.com/Free/2012/0...dvertising.pdf

Thanks for sharing the e-book link. I just downloaded it and read a few pages. A lot of good info.

Harry

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Rezbi

11 years ago

I'm giving this one a bump because I'd like to know how many have actually downloaded it and made use of it.

This is the type of thing that proves who's a genuine copywriter or copywriting student.

The wannabes talk big. The realists do what's necessary to get there.

I found the time management aspect the most useful. I'm a big procrastinator so that rang a bell with me.

Prove you're educating yourself and not just talking: post your most useful takeaway here.

Thanks
1 reply

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David Whitfield

9 years ago

Originally Posted by Rezbi

I'm giving this one a bump because I'd like to know how many have actually downloaded it and made use of it.

This is the type of thing that proves who's a genuine copywriter or copywriting student.

The wannabes talk big. The realists do what's necessary to get there.

I found the time management aspect the most useful. I'm a big procrastinator so that rang a bell with me.

Prove you're educating yourself and not just talking: post your most useful takeaway here.

I have downloaded it and am now using it. It is a fast paced and revealing read. I am glad I got to see it. Thanks to origional post.

Thanks

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BrianMcLeod

11 years ago

Creativity as connectivity.

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Brian McLeod

Direct Response Copywriting

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Steve The Copywriter

11 years ago

Many say - you can't call yourself an experienced copywriter until you've read "Breakthrough Advertising" at least 3 times (it takes 3 goes to really grasp it - not the book, the contents).

And read Mr Schwartz's Lecture several times (it ties in well with the book).

Steve

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hhhusted

11 years ago

In his document he spoke about channeling demand. What did he mean by that?

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BrianMcLeod 11 years ago

Originally Posted by hhhusted

In his document he spoke about channeling demand. What did he mean by that?

He means instead of digging a hole to find water, you find an existing stream and dip your cup in.
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Brian McLeod

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- hhhusted 11 years ago
  
  Originally Posted by BrianMcLeod
  
  He means instead of digging a hole to find water, you find an existing stream and dip your cup in.
  
  So instead of reinventing the wheel, just take advantage of what is there and use it to suit your purpose.
  
  I see. Thanks.
  
  Thanks
  
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  http://www.creatingwords.com
  With 20+ yearsâ€™ experience, I can help YOU stop struggling to stand out, with a more dynamic marketing message, SEO, an attention-getting e-book, or a catchy jingle of your own to reel in those prospects.
  
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- Jeremey 11 years ago
  
  What a powerful share, Shawn..Thanks so much. Every time I thought I should stop reading and get back to work, the next paragraph ended up being another must-read. Thanks again...Setting my clock for 33:33 right now to see what happens...
  
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  Is Your Copy Jumpin', Jack?
  
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Rezbi

11 years ago

Originally Posted by hhhusted

In his document he spoke about channeling demand. What did he mean by that?

Imagine you want to lose weight...

Some company comes out with a product that will guarantee you will lose ten pounds in a week and keep it off.

Let's say the product is called "Lose ten pounds in a week and keep it off you mug".

Before this company came out with this product you'd never heard of it.

But the fact that you want to lose weight, which is what the benefit of their product is, makes you the market.

So they channel your desire to lose weight and show you how you can do it with their new product.

In essence, even though you'd never heard of their product, your desire - which is already there - is what they're targeting.

They're channeling your existing desire to sell their never-before-heard-of product.

They haven't created your desire. They channeled it.

Bit of a long-winded description, but I hope it's clear.

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1 reply

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hhhusted

11 years ago

Originally Posted by Rezbi

Imagine you want to lose weight...

Some company comes out with a product that will guarantee you will lose ten pounds in a week and keep it off.

Let's say the product is called "Lose ten pounds in a week and keep it off you mug".

Before this company came out with this product you'd never heard of it.

But the fact that you want to lose weight, which is what the benefit of their product is, makes you the market.

So they channel your desire to lose weight and show you how you can do it with their new product.

In essence, even though you'd never heard of their product, your desire - which is already there - is what they're targeting.

They're channeling your existing desire to sell their never-before-heard-of product.

They haven't created your desire. They channeled it.

Bit of a long-winded description, but I hope it's clear.

Yes, your explanation is understood. However, why use the word channel, when that is too complicated a word. Not too many people know what it means. I studied marketing and learned about channeling. Even when studying it in college, I questioned my professor about using that word. I told him the same I will tell this forum: why not use a simpler word like "used" or a phase like "take advantage of" instead of a fancy word like "channel."

To me the word channel means two different things:

1) A different TV station
2) Redirecting thought or action

In using number two, I could say the weight loss industry channeled the man's desire to lose weight into a sale. In reality, I could have used the word "used" to convey the same thing. In other words, the weight loss industry used the man's desire to lose weight to sell their product. That makes more sense to me. See what I mean.

I guess some people need to show off their education with big or fancy words, when simpler words are just as effective. My professor told me to use the KISS method, and that is what I try to focus on. At least this way when I write, people understand me.

Then again, that is just me. To each his own thinking. I do not mean to disrespect anyone here, who understands what channeling means and prefers to go with that word. The bottom line is whatever works for you.

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Steve Hill

11 years ago

Originally Posted by hhhusted

In his document he spoke about channeling demand. What did he mean by that?

He's talking about how you'll go broke trying to create demand, but when there are enough people with the same desire, it becomes mass desire, aka public spread of a private want. That existing demand (enough to create a viable market) is focused on the product.

Schwartz goes into a little more detail about this on page 21 of this document, and a lot more detail in Breakthrough Advertising. There are different types of demand and different states of prospect awareness, for example, that he doesn't go into in the speech.

If I could only keep one book, it would be Breakthough Advertising. The concepts in the book are timeless and comprehensive, and I learn something new every time I read it. Schwartz had an uncanny understanding of human psychology (and the chimpanzee brain), and he communicates it very well in relation to the copywriting process.

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hhhusted

11 years ago

Originally Posted by Steve Hill

He's talking about how you'll go broke trying to create demand, but when there are enough people with the same desire, it becomes mass desire, aka public spread of a private want. That existing demand (enough to create a viable market) is focused on the product.

Schwartz goes into a little more detail about this on page 21 of this document, and a lot more detail in Breakthrough Advertising. There are different types of demand and different states of prospect awareness, for example, that he doesn't go into in the speech.

If I could only keep one book, it would be Breakthough Advertising. The concepts in the book are timeless and comprehensive, and I learn something new every time I read it. Schwartz had an uncanny understanding of human psychology (and the chimpanzee brain), and he communicates it very well in relation to the copywriting process.

The late Cory Rudl talked about finding the niche market first and then learn what problem the market faces. Then create the product to solve the problem. As long as there is a problem, there will always be a desire to have the problem solved. That is basically the same thing that Schwartz is saying, except Schwartz is saying it using more highly educated communication methods.

I understand human psychology as I took several courses in it while in college. Interesting stuff. Makes you think.

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Rezbi

11 years ago

Originally Posted by hhhusted

The late Cory Rudl talked about finding the niche market first and then learn what problem the market faces. Then create the product to solve the problem. As long as there is a problem, there will always be a desire to have the problem solved. That is basically the same thing that Schwartz is saying, except Schwartz is saying it using more highly educated communication methods.

I understand human psychology as I took several courses in it while in college. Interesting stuff. Makes you think.

Actually, now you mention this I realised we've both got it bit wrong.

What Schwartz said is that the market has a need, but they don't yet know it.

Example: the weight loss analogy again...

Say there are some people on a remote island somewhere there's no TV, no media, no thing. But they've got plenty of food.

So they stuff themselves and keep getting fatter. But they don't know that's unhealthy, or even - according to our standards - pretty gross to look at.

They come over to a 'developed' country and are exposed to TV for the first time where they see lean women and muscular men. Or vice versa, as the case can be.

But they still don't know they can become like that, or even should.

Until they see an advert for a weight loss product - "Lose ten pounds in a week and keep it off you mug".

And suddenly they realise that's what they'd like to do: lose weight and become leaner, more muscular, etc.

They didn't even know, before they saw the advert and the people on TV, that they wanted to become like that.

It was a desire they didn't know they had. But they had it, deep down.

So you - the company - tap that desire and sell them the product.

I think that's what Schwartz meant by channeling demand.

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hhhusted

11 years ago

Originally Posted by Rezbi

Actually, now you mention this I realised we've both got it bit wrong.

What Schwartz said is that the market has a need, but they don't yet know it.

Example: the weight loss analogy again...

Say there are some people on a remote island somewhere there's no TV, no media, no thing. But they've got plenty of food.

So they stuff themselves and keep getting fatter. But they don't know that's unhealthy, or even - according to our standards - pretty gross to look at.

They come over to a 'developed' country and are exposed to TV for the first time where they see lean women and muscular men. Or vice versa, as the case can be.

But they still don't know they can become like that, or even should.

Until they see an advert for a weight loss product - "Lose ten pounds in a week and keep it off you mug".

And suddenly they realise that's what they'd like to do: lose weight and become leaner, more muscular, etc.

They didn't even know, before they saw the advert and the people on TV, that they wanted to become like that.

It was a desire they didn't know they had. But they had it, deep down.

So you - the company - tap that desire and sell them the product.

I think that's what Schwartz meant by channeling demand.

Yes, every desire, whether deep down or not can be fulfilled. That desire results in a need. We just tap into it and we can clean up.

Thanks

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Steve Hill

11 years ago

Originally Posted by Rezbi

Actually, now you mention this I realised we've both got it bit wrong.

What Schwartz said is that the market has a need, but they don't yet know it.

That's partially right. Schwartz defined a number of potential levels of the prospect's state of awareness, and that is one of them.

There's also the prospect's state of sophistication to consider, and a whole lot more.

I'd recommend reading the book. To some, reading the book is easy, and to others it is hard. But everyone seems to learn something from it.

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hhhusted

11 years ago

Originally Posted by Steve Hill

That's partially right. Schwartz defined a number of potential levels of the prospect's state of awareness, and that is one of them.

There's also the prospect's state of sophistication to consider, and a whole lot more.

I'd recommend reading the book. To some, reading the book is easy, and to others it is hard. But everyone seems to learn something from it.

I'll check out the book.

Thanks

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Raydal

11 years ago

Eugene Schwartz comes in at the meta-level of marketing
and copywriting, hence why many copywriters suggests that
you have your basics in place before you attempt Schwartz.

Some people dismiss his works as "too intellectual", but
I don't really agree with that assessment. He simply tries
to explain why you can write a great sales letter and get
poor results; and at the same time write a poor sales
letter and get great results.

The guy is deep.

-Ray Edwards

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Rezbi

11 years ago

This surprised me. The book is available on archive.org

Breakthrough-Advertising-by-Eugene-M-Schwartz. : Breakthrough-Advertising-by-Eugene-M-Schwartz. : Free Download & Streaming : Internet Archive

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hhhusted

11 years ago

Originally Posted by Rezbi

This surprised me. The book is available on archive.org

Breakthrough-Advertising-by-Eugene-M-Schwartz. : Breakthrough-Advertising-by-Eugene-M-Schwartz. : Free Download & Streaming : Internet Archive

Thanks for the link, Bud.

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KingOfContentMarketing

11 years ago

Originally Posted by Rezbi

This surprised me. The book is available on archive.org

Breakthrough-Advertising-by-Eugene-M-Schwartz. : Breakthrough-Advertising-by-Eugene-M-Schwartz. : Free Download & Streaming : Internet Archive

It was published in 1966--well within current copyright. This won't be up long as soon as they find out it's a pirated copy.

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David Whitfield 9 years ago

Originally Posted by joe golfer

It was published in 1966--well within current copyright. This won't be up long as soon as they find out it's a pirated copy.

no longer available due to content issues
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Rezbi

11 years ago

There was a reason I gave this thread a bump, and am doing it again:

I know for certain a lot of people on here who claim to be copywriters are not. No way.

You can see by their writing on this very forum.

If you guys download that one document Shawn linked to and read it, it might give you the momentum to start your education.

Sometimes all it takes is a little push from the top and the rest is all downhill.

Get started and you might even enjoy continuing on the journey to becoming a copywriter.

Thanks
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WarWizard 10 years ago

Thanks for the share Shaun. Just starting to read it.
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- splitTest 10 years ago
  
  "Channel demand" and "Make gratification instantaneous" are probably my favorites.
  
  Regarding the latter, I read somewhere that it helps to think of your copy as the first "transaction" between seller and customer -- so you should try to ensure customers get something valuable from reading the copy, in exchange for their time.
  
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Here's a Must-Have... Eugene Schwartz Lecture to Philips Publishing

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