You can often borrow a digital copy for free with a free account at Open Library .
One of the most quoted sections: “Every product is seen by the consumer as an analogy to a previous product or experience.” If you say “a car with a computer,” they imagine a car plus a laptop. Breakthrough advertising breaks the analogy by creating a new category in the mind. breakthrough advertising by eugene schwartz pdf free
Human nature hasn't changed since 1966.
: The customer doesn't even know they have a problem. Copy here focuses on symptoms or broad desires. You can often borrow a digital copy for
: The level of exposure your audience has had to similar advertising, which dictates how "fresh" your headline must be. Recommended Free "Papers" & Summaries Human nature hasn't changed since 1966
It teaches you when to say something, not just what to say.