Marketing Classic Returns After 20-year Hiatus

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The greatest book ever written on direct marketing and advertising has just been re-published by Boardroom Inc.,

The greatest book ever written on direct marketing and advertising has just been re-published by Boardroom Inc., the direct mail publishing giant whose famous ads start out “What never to eat on an airplane…” Boardroom last published this sought-after, how-to classic in 1984. Why a new edition? Martin Edelston, Boardroom’s CEO, says “The book was recently selling on-line for $900 (used), so we felt that we had to re-issue it. After all, we built a wonderful business based on Gene’s wisdom—and others could, too.”

The late Gene Schwartz used to marvel that people came to him regularly, to say they directly credited this book with their making millions of dollars. That’s when Gene realized his book was about much more than just “advertising.” He said, “There is a way to develop an entirely new market for a new or an old product. That way involves a certain number of clearly defined steps.” And in this book, Gene shows you every single one of those steps.

Put simply, Gene Schwartz’s masterpiece addresses the universal problem of all copywriting: How to write a headline—then the ad that follows it. Aim: To open up an entirely new market for the product. And several generations of copywriters agree. The response to the new edition has been overwhelming—the initial quantity of copies offered on-line was sold out in just one minute! And—that was with no advanced advertising, whatsoever.

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 it.” The book is available on ebay.com and at http://www.bottomlinesecrets.com/breakthrough

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Breakthrough Advertising:

How to Write Ads That Shatter Traditions and Sales Records

By Eugene M. Schwartz

Published by Boardroom Inc.

On sale:March 2, 2004

ISBN 0-88723-298-1; $95.

For more information, or to schedule an interview with Marty Edelston,

Contact: Steve Velardo, Boardroom Inc., 203-973-6204

svelardo@boardroom.com

Contact: Steve Velardo, 203-973-6204

svelardo@boardroom.com

Marketing Classic Returns After 20-year Hiatus

Breakthrough Advertising:

How to Write Ads That Shatter Traditions and Sales Records

Eugene M. Schwartz

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