Breakthrough Advertising by Eugene M. Schwartz is a 1966 advertising classic and since it’s out of print, the price for this very detailed marketing manual is quite steep, starting from $125 upwards.
“The greatest mistake marketers make is trying to create demand.” writes Eugene M. Schwartz
One of the core messages of the book is to capture the attention of the existing audience that is already interested in your product or service. So the market research is key. So not much point wasting time to convince people who don’t want your product/service. Position your product/service to sell it only to those who do want it already.
A scattergun approach is a common mistake of general advertising where advertisers try to appeal and resonate with a broad audience, “so that we get the most interest.” Market research should be focused on understanding and articulating the audience’s “hopes, dreams, fears and desires,” which are emotional hot buttons responsible for purchasing decisions instead of guessing about them all. So exploiting and channelling people’s needs and desires is the purpose of marketing according to Breakthrough Advertising by Eugene M. Schwartz.
The key message of the book is contained in this quote:
“Let’s get to the heart of the matter. The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exists in the hearts of millions of people, and focus those already existing desires onto a particular product. This is the copy writer’s task: not to create this mass desire – but to channel and direct it. Actually, it would be impossible for any one advertiser to spend enough money to actually create this mass desire. He can only exploit it. And he dies when he tried to run against it.”
Eugene M. Schwartz in Breakthrough Advertising