How One of The Greats Described “Advertising”
If you’ve spent much time in my world, you know I’m fond of Eugene Schwartz.
He’s among the great copywriters of the 20th century, and he wrote a book called “Breakthrough Advertising” which I reread every couple of years.
At the beginning of Chapter Seven, Schwartz writes…
“…Advertising is the literature of desire. It is society’s encyclopedia of dreams…our twentieth-century Wish Book.”
Oooooh! That’s good.
When you see an effective ad, you see a story about prospects’ desires…
…and, perhaps, their fears.
Schwartz knew…
…if you want to market effectively…
….you have to understand your prospects’ desires — their dreams.
And then you have to craft powerful stories that deserve entry in that Encyclopedia of Dreams.
A cool fact about Eugene Schwartz: He never suffered from writer’s block.
In the The Story Power Profit Pack (Pointer #3), I describe how he pulled off that feat. The Power Pack contains 52 strategies, tips, and tactics to transform your content from ignored to adored.
You can get it here.
Don't go away yet..
p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.
Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:
1) Get the Story Power Profit Pack -- 52 Strategies, Tips, and Tactics  to Transform Your Content from Ignored to Adored.
2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”
3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.
4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.
5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.
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