Eugene Schwartz
The 'Lost Ads' Copywriting Swipe File

     Perhaps, one of the most penetrating insights into Eugene Schwartz's control crushing copy was made by Denny Hatch, who said: "Gene piled more benefits into copy than lights on the Rockefeller Center Christmas Tree."

     But the kind of copy Gene created transcends benefit loading.

     Yes, Breakthrough Advertising is one of the seminal tomes any sophisticated advertiser can use to expand his dominance in a market.

     Even capture it.

     Yes, The Brilliance Breakthrough takes it even a step further with Gene's Zen-like explanation about the two types of words and their role in creating unforgettable advertising...or any discourse for that matter.

     But the real staying power of his copy emanates from supreme understanding of human nature and psychology.

     Gene constructed promises for a better, healthier and more enjoyable life that call to us like a siren just as piercingly today.

• You want abundant health...order this exercise device

• You want suitcases full of cash...here's the book for you

• You want the advantages of a steel trap memory and mental agility that run circles around the average person...this expert has the answer

• You want your children to tune into their untapped brain power...invest in this course and never look back

     Eugene Schwartz was able to mold the core promise bigger, better and more believably than any five accomplished copywriters put together.

The 1966 ad for the book: "From Tension to Relaxation."  Is it immoral for 40 year old copy to be so persuasive?

 Gene was a genius in just about any market

Dozens of 'lost' Eugene Schwartz ads have been pinpointed in the Ultimate Online Swipe File