Understand This and Your Marketing Will Be Better
I read something cool this morning.
It comes from a book called Breakthrough Advertising, by Eugene Schwartz.
He was one of the great direct response copywriters of the twentieth century.
Breakthrough Advertising is a Bible for those who want to write copy that works.
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.”
When you see an effective ad, you see a story about prospects’ desires…
…and, perhaps, their fears.
So 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.
Breakthrough Advertising is expensive ($125) and long 225+ pages of small print.
If you want to discover how to create your own entries for that Encyclopedia of Dreams — without spending $125 and all those hours reading small print…
….sign up for a free, 30-minute story assessment. That will get you started.
I’ll review your business story. I will meet with you via Zoom and review how you’re telling your business story — on your website, social media, and other channels. Then, I’ll recommend how to make it work better during these strange days.
I have a limited number of slots open on my calendar for these sessions. Please visit my calendar to book a time that works for you.
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