9 lessons from Gene Schwartz’s Breakthrough Advertising book

1. Why it’s wise to test comic strip-style ads (one of the reasons I’ve been doing my own comicbook-style ads in Email Players each month these last few years) 2. The power of contrast in headlines 3. How to “borrow” credibility to help sell the incredible 4. The ins-and-outs of market awareness vs market sophistication 5. “Interweaving” each sentence with logic, emotion, image 6. Strategically thinking about where to put proof/credibility in a sale argument 7. The massive power of using product “Identification” in ads 8. Lots of ways to to verbally prove a claim 9. How to insert the “language of logic” into emails & sales copy There are more of course. So many I’ve literally lost track — and much of it embedded in my subconscious to the point where I don’t even realize I’m pulling a Gene Schwartz in my emails or ads anymore except that when I revisit the book (which I do each year) I realize why I do certain things. Sometimes I even toy with the idea of devoting an entire Email Players issue or creating some kind of premium for a copywriting-related product I sell dedicated just to all the notes in my ratty-looking copy of the book I’ve been dog-earing, marking up, and abusing since I got it in late 2004. We shall see. But it’s not a book you can read just one time and think you got it all. Like, for example: There is one part of the book I did not “catch” until probably 15 times reading — literally. Yes, I saw it each time I read it. I even underlined it early on when I was still in the newbie phase when I would underline everything. But it did not dawn on me just how powerful it is until that 15th time (give or take) through. It’s not that the information had changed. But I had changed. And, thus, it was like seeing it all over again for the first time. And I believe it’s added all kinds of new sales to my life I never would’ve gotten otherwise. It’s also I (only briefly — it does not need much explanation) talk about it in my Email Bastard! course you can still get for mere chump change until tonight’s deadline (Friday 5/10 at midnight EDT). There is a part in the course (in the bonus about health offers) where I tell you the exact part of this book that so many skip right over without realizing how business-altering it can be. These two sentences in Gene’s book give the the entire framework for selling not just health offers, but pretty much any other kind of offer, too. On that note… Read the letter carefully below if you want more info: [https∶//www.EmailPlayers.com/bastard]( Ben Settle P.S. Email Bastard! customer Adam Hillis reports: "Listened to the first 2 today. Will be using this stuff almost immediately with a current client. There's no reason anyone shouldn't spend 20 bucks in this. Thanks for all this in one place." I may be an email bastard. But I like to think I'm at least useful one... P.P.S. This course is made up of multiple talks I’ve done at various events people paid not a little bit of money to attend. And some of the info inside has been included in other offers I’ve sold over the years. So read the sales letter carefully before buying if you don’t want to just end up buying the same information all over again. This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2024 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. Click here to [unsubscribe]( Settle, LLC PO Box 1056 Gold Beach Oregon 97444 USA