Want to sell more with your words? Then it’s time to learn from a true legend—Eugene Schwartz. He wrote the book Breakthrough Advertising. It’s packed with secrets to powerful copywriting. But don’t worry, we’re breaking it down into bite-sized chunks. Simple, fun, and totally useful.
Schwartz knew how to make people listen. He didn’t rely on fancy words. He used psychology. He understood what made people buy. And now, you can do the same.
Understand the 5 Stages of Awareness
This is the foundation of Schwartz’s method. People are at different stages in their buying journey. You need to speak to each stage differently. Here’s how:
- Most Aware – They know your product and want it. Just give them a reason to act now.
- Product-Aware – They know what you sell but aren’t sure it’s right for them yet.
- Solution-Aware – They know the result they want, but not your product.
- Problem-Aware – They feel the pain but don’t know there’s a fix.
- Completely Unaware – They don’t even know they have a problem yet.
Your job? Match your message to their awareness level. That’s how you grab attention.
Focus on Desires, Not Products
Schwartz said, “You cannot create desire. You can only channel it.” That’s huge. People already want things—like money, love, health, confidence.
Your job isn’t to invent these wants. It’s to show how your product fulfills them.
For example: Don’t just say, “This is the best protein shake.” Say, “Feel strong, fit, and unstoppable every morning.”
You’re not selling the shake. You’re selling the feeling they get from using it.
The Power of Headlines
Your headline is your first impression. It needs to grab them and never let go.
Here are Schwartz-inspired headline tips:
- Be ultra-specific: “Lose 7 pounds in 2 weeks.”
- Use curiosity: “The one ingredient chefs never tell you about.”
- Offer a clear benefit: “Save 3 hours every day with this hack.”
Your headline should match the reader’s awareness stage, too. The less aware they are, the more emotional or curiosity-driven you should be.
Build Believability
People are skeptical. To win them over, you need proof.
Here’s how to do it:
- Use real numbers: “Over 100,000 people use this toothbrush.”
- Add testimonials: Let others do the talking.
- Include before-and-after images: Proof in pictures.
When people believe you, they trust you. And trust leads to sales.
Tap into Emotions
Facts tell. Emotions sell. Schwartz knew how to stir feelings.
He’d often lead with a story. A problem. A fear. Then present the product as the hero.
Example: “You wake up tired. Your back hurts. You dread the day. But then… you switch to this mattress, and everything changes.”
That’s emotional, relatable, and powerful. Use feelings to guide your readers to action.
Use a Flow that Builds Desire
Schwartz used a structure called the “ad copy pyramid.” It builds craving step by step.
- Grab attention
- Build interest
- Create desire
- Deliver proof
- Ask for action
Simple? Yes. Effective? Always. Follow this, and your copy becomes irresistible.
The Big Takeaway
If Eugene Schwartz taught us one thing, it’s this:
“Dig into what your reader already wants—then show how your product helps them get it.”
<pSo whether you sell soaps, eBooks, or subscriptions, remember—match their awareness, speak their desires, and build trust. With these tools, you won’t just write. You’ll connect, persuade, and sell like a pro.
