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...