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Breakthrough Advertising PDF 11: The Ultimate Guide to Copywriting Mastery



Eugene Schwartz Breakthrough Advertising PDF 11: How to Master the Art of Copywriting




If you're a copywriter, marketer, or entrepreneur, you've probably heard of Eugene Schwartz and his legendary book Breakthrough Advertising. But what exactly is this book about and why is it so hard to find? And more importantly, how can you use it to write more persuasive and profitable copy for your business?




eugene schwartz breakthrough advertising pdf 11



In this article, you'll discover who Eugene Schwartz was and why his book is considered one of the best resources on copywriting ever written. You'll also learn how to get access to the PDF 11 version of the book, which is a rare and updated edition that contains some extra insights from Schwartz himself. Finally, you'll learn some of the key concepts and principles from the book that will help you craft better headlines, appeals, and offers for your target audience.


Introduction




Who was Eugene Schwartz and why should you care?




Eugene Schwartz was one of the most successful and influential copywriters of the 20th century. He wrote hundreds of ads for magazines, newspapers, direct mail, and TV, selling millions of dollars worth of products and services in various niches. He also wrote several books on marketing and psychology, including Breakthrough Advertising, which was first published in 1966.


Why should you care about Eugene Schwartz? Because he was a master of understanding human behavior and motivation. He knew how to tap into the deepest desires and fears of his prospects and persuade them to take action. He also knew how to adapt his copy to different stages of market awareness and sophistication, which is crucial for writing effective copy in today's competitive world.


What is Breakthrough Advertising and why is it so valuable?




Breakthrough Advertising is not a typical book on copywriting. It's not a collection of tips, tricks, or formulas that you can apply blindly to any situation. It's a deep and comprehensive analysis of how to create breakthroughs in your market by understanding your prospects' state of mind and crafting messages that resonate with them.


The book covers topics such as:



  • How to identify your market's level of awareness and sophistication



  • How to write headlines that capture attention and interest



  • How to create appeals that intensify desire and reduce resistance



  • How to establish your product's uniqueness and superiority



  • How to prove your claims with evidence and testimonials



  • How to create urgency and scarcity with deadlines and guarantees



  • How to test and optimize your copy for maximum results



The book is so valuable because it teaches you how to think like a copywriter, not just how to write like one. It gives you the tools and principles to analyze your market, your product, and your offer, and to craft copy that speaks to your prospects' emotions and logic. It also helps you avoid common pitfalls and mistakes that can ruin your copy and waste your money.


How to get access to the PDF 11 version of the book




One of the challenges of getting your hands on Breakthrough Advertising is that it's out of print and very expensive. The original hardcover edition can cost up to $1000 on Amazon or eBay, and even the paperback reprint from 2004 can cost up to $300. That's why many people look for a PDF version of the book online, hoping to find a cheaper or free alternative.


However, not all PDF versions of the book are created equal. Some are scanned copies of the original edition, which have poor quality and readability. Some are incomplete or missing pages or chapters. And some are pirated copies that violate the copyright of the author and publisher.


That's why you should look for the PDF 11 version of the book, which is a rare and updated edition that was released in 2011 by Brian Kurtz, a friend and student of Eugene Schwartz. This edition contains some extra material from Schwartz himself, such as a foreword, an introduction, and a bonus chapter on how to write headlines for the internet. It also has improved formatting and readability, making it easier to follow and digest.


The PDF 11 version of the book is not available for free, but it's much more affordable than the hardcover or paperback editions. You can get it for only $125 from Brian Kurtz's website, which is a steal considering the value and quality of the book. Plus, you'll also get access to some bonuses, such as a video interview with Schwartz, a transcript of a seminar he gave in 1993, and a swipe file of some of his best ads.


To get access to the PDF 11 version of Breakthrough Advertising, click here (link to Brian Kurtz's website).


The Five Stages of Market Sophistication




One of the most important concepts from Breakthrough Advertising is the five stages of market sophistication. This is a framework that helps you understand how aware and educated your prospects are about your product and your competitors, and how to write copy that matches their level of sophistication.


The five stages are:


Stage 1: The Most Aware




This is when your market is new and eager for your product. They know what it is, what it does, and why they want it. They don't need much convincing or education, just a clear offer and a call to action.


For example, when Apple launched the first iPhone in 2007, they didn't have to explain what a smartphone was or why people needed one. They just had to show how cool and innovative their product was and how to get it.


The type of copy that works best for this stage is simple and direct. You can use headlines like:



  • "Introducing the iPhone: Apple reinvents the phone"



  • "The world's first smartwatch: Pebble"



  • "How to lose 10 pounds in 10 days with this simple trick"



Stage 2: The Product-Aware




This is when your market knows about your product, but they're not sure if it's right for them or if they should buy it from you. They need more information and persuasion to overcome their doubts and objections.


For example, when Netflix launched its streaming service in 2007, they had to convince people that watching movies online was better than renting DVDs from Blockbuster. They had to highlight their benefits, features, and advantages over their competitors.


The type of copy that works best for this stage is benefit-driven and comparative. You can use headlines like:



  • "Why Netflix is better than cable: unlimited movies and TV shows for only $7.99 a month"



  • "How Kindle beats iPad: read anywhere, anytime, without eye strain or glare"



  • "The secret formula that makes Proactiv the best acne treatment on the market"



Stage 3: The Solution-Aware




This is when your market knows they have a problem or a desire, but they don't know that your product exists or that it can solve their problem or fulfill their desire. They need more education and awareness about your product and how it works.


how it could help them store and access their files from anywhere. They had to demonstrate their value proposition and differentiate themselves from other solutions.


The type of copy that works best for this stage is educational and demonstrative. You can use headlines like:



  • "How to sync your files across all your devices with Dropbox"



  • "How to grow your own organic vegetables with Tower Garden"



  • "How to turn your passion into a profitable online business with Teachable"



Stage 4: The Problem-Aware




This is when your market knows they have a problem or a desire, but they don't know that there is a solution for it. They need more awareness and empathy about their situation and how it can be improved.


For example, when Dollar Shave Club launched its subscription service in 2012, they had to make people aware of the problem of overpaying for razors and how they could save money and time by joining their club. They had to agitate their pain points and offer them a better alternative.


The type of copy that works best for this stage is emotional and provocative. You can use headlines like:



  • "Are you sick and tired of paying too much for razors?"



  • "Do you suffer from chronic back pain that ruins your life?"



  • "Are you frustrated by your lack of success in dating?"



Stage 5: The Completely Unaware




This is when your market is not aware of their problem or desire, or they don't care about it. They need more curiosity and intrigue to get their attention and interest.


For example, when Apple launched the iPod in 2001, they had to create a new category of portable music players that people didn't know they wanted or needed. They had to spark their imagination and desire with a simple and catchy slogan.


The type of copy that works best for this stage is mysterious and intriguing. You can use headlines like:



  • "1,000 songs in your pocket: iPod"



  • "The ultimate question of life, the universe, and everything: 42"



  • "The shocking truth about your health that doctors don't want you to know"



The Four Elements of a Great Headline




Another important concept from Breakthrough Advertising is the four elements of a great headline. These are the components that make your headline stand out and compel your prospects to read the rest of your copy.


The four elements are:


The Promise




This is the benefit or result that your product or service delivers to your prospects. It's what they want or need, and what you can help them achieve or avoid. It's the main reason why they should care about your offer.


For example:



  • "How to make $10,000 a month from home with just a laptop and an internet connection"



  • "How to get rid of your wrinkles in 30 days or less without surgery or injections"



  • "How to travel the world for free with this simple hack"



The Mechanism




This is the method or process that enables your product or service to deliver the promise. It's how you do what you do, and what makes you different or better than other solutions. It's the proof or credibility behind your offer.


For example:



  • "How to make $10,000 a month from home with just a laptop and an internet connection using this proven system"



  • "How to get rid of your wrinkles in 30 days or less without surgery or injections using this natural cream"



  • "How to travel the world for free with this simple hack using credit card points"



The Identification




This is the segment or niche that your product or service targets. It's who you are talking to, and who can benefit from your offer. It's the way to make your headline more relevant and specific to your prospects.


For example:



  • "How to make $10,000 a month from home with just a laptop and an internet connection using this proven system (even if you have no experience or skills)"



  • "How to get rid of your wrinkles in 30 days or less without surgery or injections using this natural cream (even if you have sensitive skin or allergies)"



  • "How to travel the world for free with this simple hack using credit card points (even if you have bad credit or no income)"



The Urgency




This is the reason or incentive that your prospects should act now and not later. It's what makes your offer time-sensitive or limited, and what creates a fear of missing out. It's the way to make your headline more compelling and irresistible.


For example:



  • "How to make $10,000 a month from home with just a laptop and an internet connection using this proven system (even if you have no experience or skills) - but hurry, this offer expires in 24 hours"



  • "How to get rid of your wrinkles in 30 days or less without surgery or injections using this natural cream (even if you have sensitive skin or allergies) - but hurry, supplies are running low and this deal won't last long"



  • "How to travel the world for free with this simple hack using credit card points (even if you have bad credit or no income) - but hurry, this loophole could be closed at any moment and you don't want to miss this opportunity"



The Eight Types of Copy Appeals




The final concept from Breakthrough Advertising that we'll cover in this article is the eight types of copy appeals. These are the different ways that you can appeal to your prospects' emotions and logic, and persuade them to take action.


The eight types are:


Intensify the Desire




This is when you amplify the benefits and results that your product or service can provide to your prospects. You make them feel the pleasure and satisfaction that they will experience when they use your offer. You paint a vivid picture of their desired outcome and how it will improve their situation.


For example:



  • "Imagine waking up every morning with a smile on your face, knowing that you have a steady stream of income coming in from your own online business. You can work from anywhere, set your own schedule, and pursue your passions. You have the freedom, flexibility, and fulfillment that you've always dreamed of."



  • "Imagine looking in the mirror and seeing a younger, smoother, and more radiant version of yourself. Your skin is soft, supple, and glowing. Your wrinkles are gone, your pores are minimized, and your complexion is even. You feel confident, beautiful, and happy."



  • "Imagine boarding a plane to your dream destination, without paying a dime for your ticket. You can travel to exotic places, explore new cultures, and enjoy amazing experiences. You can see the world on a shoestring budget, without sacrificing comfort or convenience."



Reduce the Resistance




This is when you eliminate or minimize the risks and objections that your prospects might have about your product or service. You make them feel safe and secure about buying from you. You address their concerns and doubts, and provide reassurance and guarantees.


For example:



  • "You might be wondering if this system really works, or if it's too good to be true. Well, don't take my word for it. Just look at the testimonials and case studies of real people who have used it and achieved amazing results. And if you're still not convinced, you can try it risk-free for 60 days with our 100% money-back guarantee."



  • "You might be worried that this cream might cause irritation or allergic reactions on your skin. Well, don't worry. This cream is made from natural ingredients that are gentle and safe for all skin types. It has been tested and approved by dermatologists and has no side effects. And if you're still not satisfied, you can return it within 30 days for a full refund."



  • "You might be thinking that this hack sounds too complicated or illegal to pull off. Well, don't worry. This hack is simple and easy to follow, even if you're a beginner. It's also completely legal and ethical, as long as you follow the rules and regulations of the credit card companies. And if you're still not sure, you can contact our support team anytime for help."



Demonstrate the Proof




This is when you provide evidence and testimonials that back up your claims and promises about your product or service. You make them trust you and believe in your offer. You show them real examples and results of people who have used your offer and benefited from it.


For example:



of our happy customers have to say about our system. These are real people who have used our system and made thousands of dollars per month from their own online businesses. You can see their names, photos, and screenshots of their earnings below."


  • "Don't just take my word for it. See for yourself what some of our satisfied customers have to say about our cream. These are real people who have used our cream and seen dramatic improvements in their skin. You can see their names, photos, and before-and-after pictures below."



  • "Don't just take my word for it. See for yourself what some of our adventurous customers have to say about our hack. These are real people who have used our hack and traveled the world for free with credit card points. You can see their names, photos, and travel stories below."



Establish the Uniqueness




This is when you highlight the features and advantages that make your product or service different or better than other solutions in the market. You make them feel that your offer is the best or only option for them. You show them how you can solve their problem or fulfill their desire in a way that no one else can.


For example:



  • "What makes our system unique and superior to other online business systems is that it's based on a proven formula that has been tested and refined over years of experience and research. It's not a get-rich-quick scheme or a one-size-fits-all solution. It's a customized and personalized system that adapts to your skills, interests, and goals."



  • "What makes our cream unique and superior to other anti-aging creams is that it contains a patented ingredient that stimulates the production of collagen and elastin in your skin. It's not a temporary fix or a cosmetic cover-up. It's a natural and permanent solution that restores your skin's youthful appearance and elasticity."



  • "What makes our hack unique and superior to other travel hacks is that it uses a secret loophole that allows you to earn unlimited credit card points without spending any money. It's not a scam or a fraud. It's a legitimate and ethical hack that takes advantage of the credit card companies' own policies and rewards programs."



Create the Curiosity




This is when you arouse the interest and curiosity of your prospects by using questions, stories, or surprises in your copy. You make them want to know more about your product or service and how it can help them. You hook them with an intriguing opening and keep them engaged throughout your copy.


For example:



  • "Have you ever wondered how some people can make thousands of dollars per month from home with just a laptop and an internet connection? Well, I'm about to reveal the secret system that they use, and how you can use it too, even if you have no experience or skills."



  • "Did you know that there is a natural cream that can erase your wrinkles in 30 days or less without surgery or injections? Well, I'm about to tell you what it is, how it works, and where you can get it"



  • "What if I told you that you could travel the world for free with this simple hack using credit card points? Well, I'm about to show you how it works, why it works, and how you can do it too"



Invoke the Fear




This is when you appeal to the negative emotions and consequences that your prospects want to avoid or prevent by using your product or service. You make them feel the pain and frustration of their current situation and how it will get worse if they don't act now. You scare them into action with a strong warning or a threat.


For example:



  • "If you don't act now, you'll miss this opportunity to make $10,000 per month from home with this proven system. This offer expires in 24 hours, and it may never come back again. Don't let this chance slip away from you. Don't regret it later when you see others succeed while you struggle."



"If you don't act now, you'll continue to suffer from wrinkles that


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