Breakthrough Advertising By Eugene M. Schwartz

Most modern Facebook ads fail because they target State 1 (Most Aware) but use State 5 copy (mysterious, brand-heavy). Schwartz would fire you for that.

If Schwartz were alive today, he would be fired from most ad agencies within a week. Why? Because modern advertising has been corrupted by two things: and Brand safety . breakthrough advertising by eugene m. schwartz

In the 1960s, America desired big, gas-guzzling fins. You cannot reason with them. But beneath that, there was a latent mass desire: "I am tired of being a conformist. I want to be intelligent, not ostentatious." "Think Small" didn't sell economy. It sold intellectual rebellion. It broke through not by being louder, but by being quieter. Most modern Facebook ads fail because they target