Breakthrough advertising

Although its title points to copywriting, this book is meant for anyone whose work depends on selling: company owners, marketers, and others who want their sales to grow. Its central idea is that sales are driven by forces in the market, and the author shows readers how to harness them.

The book focuses on a challenge every advertisement faces: crafting a headline, and the copy that follows it, that can reach an entirely new group of buyers. Eugene M. Schwartz, a direct-response copywriter, wrote it as a practical guide to that problem. It is known for introducing the idea that prospects stand at different levels of awareness about a product, which shapes what an effective ad must say.