• Document: The Eugene Schwartz Headline Swipe File
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This publication is not intended as a source of business, legal or accounting advice and the opinions expressed are those of the publisher only. The reader is strongly advised to consult with an attorney for compliance with all applicable laws. © Copyright, Breakthrough Business Technologies, Inc., 2004-2008. All rights reserved. 6890 E. Sunrise Ste. #120-118, Tucson, AZ 85750 USA 866-863-4850 (Toll Free US & Canada) What Makes a Gene Schwartz Space Ad Tick?.................................................................. 3 YOURS FREE! A Million Dollar Testing Lab................................................................... 4 Winning Headline Approaches ........................................................................................... 6 Headlines emphasizing an immediate or rapid result: .................................................... 6 Headlines using metaphors and word pictures: .............................................................. 6 Headlines phrased as questions:...................................................................................... 6 Headlines stressing the “Try Before You Buy” proposition:.......................................... 6 Beauty and Rejuvenation Advertising Headlines ............................................................... 7 Weight Loss Advertising Headlines ................................................................................... 8 Exercise Advertising Headlines........................................................................................ 10 Adult and Childhood Education Advertising Headlines................................................... 10 Memory Improvement Advertising Headlines ................................................................. 11 Biz-Op Advertising Headlines.......................................................................................... 11 Investment Advertising Headlines.................................................................................... 12 Grants, Credit and Legal Advertising Headlines .............................................................. 12 Self-Improvement Advertising Headlines ........................................................................ 13 Executive’s Self-Improvement Advertising Headlines .................................................... 14 Nutrition and Diet Advertising Headlines ........................................................................ 14 Quit Smoking Advertising Headlines ............................................................................... 15 Health, Pain Relief and Alternative Medicine Advertising Headlines ............................. 15 Occult and Hypnosis Advertising Headlines .................................................................... 16 Gardening Advertising Headlines..................................................................................... 17 Automotive Advertising Headlines................................................................................... 17 Misc Advertising Headlines.............................................................................................. 17 Magalog And Direct Mail Package Headlines.................................................................. 18 Resources For Serious Direct Marketers and Copywriters............................................... 19 This publication is not intended as a source of business, legal or accounting advice and the opinions expressed are those of the publisher only. The reader is strongly advised to consult with an attorney for compliance with all applicable laws. © Copyright, Breakthrough Business Technologies, Inc., 2004-2008. All rights reserved. 6890 E. Sunrise Ste. #120-118, Tucson, AZ 85750 USA 866-863-4850 (Toll Free US & Canada) The Eugene Schwartz Headline Swipe File Ask an accomplished direct response marketer or copywriter to name the best five ad writers of the last fifty years and it’s certain Gene Schwartz would be on that list. How could he not be? His copy has sold well over a billion dollars worth of products in dozens of varied markets. He was such a prolific writer that at one point, he turned out a top flight space ad on a daily basis; copy, layout and all. • His “Flaming Torch” ad emptied the shelves of plant nurseries from coast to coast • His ad copy moved a basement full of super-model, Oleada Baker’s books…who was stunned a single ad could change circumstances so rapidly. • His space ads sold almost a half-million copies of his own book -- “How To Double Your Child’s Grades In School” -- largely based on his vocational work with underprivileged school children in New York City’s Harlem. What Makes a Gene Schwartz Space Ad Tick? You could sum up the dreams and desires of the self-improvement industry in two words: “Instant Improvement.” And it’s no accident this was the name of one of Gene’s

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