{"id":47123,"date":"2026-10-23T09:00:00","date_gmt":"2026-10-23T16:00:00","guid":{"rendered":"https:\/\/kk.org\/cooltools\/?p=47123"},"modified":"2026-10-16T08:02:42","modified_gmt":"2026-10-16T15:02:42","slug":"book-freak-228-breakthrough-copywriter","status":"publish","type":"post","link":"https:\/\/kk.org\/cooltools\/book-freak-228-breakthrough-copywriter\/","title":{"rendered":"Book Freak #228: Breakthrough Copywriter"},"content":{"rendered":"\n
\"\"<\/a><\/figure>\n\n\n\n

Get Breakthrough Copywriter<\/a><\/p>\n\n\n\n

Breakthrough Copywriter<\/em> distills Eugene M. Schwartz’s legendary advertising principles into an accessible field guide that shows you how to tap existing desires, match your message to market awareness, and create ads that work.<\/p>\n\n\n\n

Core Principles<\/strong><\/h3>\n\n\n\n

Channel Mass Desire, Don\u2019t Create It<\/strong><\/h4>\n\n\n\n

The copywriter\u2019s job is to aim people\u2019s hopes, dreams, fears, and desires at a specific product.<\/p>\n\n\n\n

\u201cThe desire must already be there. It must already exist. You cannot create it, and you cannot fight it. But you can direct it, channel it, and focus it onto your particular product.\u201d<\/p>\n\n\n\n

Match Your Message to the Awareness<\/strong><\/h4>\n\n\n\n

Schwartz identified five levels of awareness, from completely unaware to most aware.<\/p>\n\n\n\n

\u201cIf your prospect is aware of your product and has realized it can satisfy his desire, your headline starts with the product. If he is not aware of your product, but only of the desire itself, your headline starts with the desire.\u201d<\/p>\n\n\n\n

Understand Market Sophistication<\/strong><\/h4>\n\n\n\n

The first advertiser to promise a benefit wins. As competitors pile in with the same claim, the market grows skeptical, and the next advertiser has to push harder.<\/p>\n\n\n\n

\u201cCopy that successful claim\u2014but enlarge on it. Drive it to the absolute limit.\u201d<\/p>\n\n\n\n

Find the Roles Your Customer Wants to Play<\/strong><\/h4>\n\n\n\n

Behind every purchase is a person reaching for a version of themselves they want to become, like the savvy investor, the devoted parent, or the independent thinker.<\/p>\n\n\n\n

\u201cHe has gained, or he has been given, a whole new vocabulary of wants. He now buys, not only objects, but roles.\u201d<\/p>\n\n\n\n

Try It Now<\/strong><\/h3>\n\n\n\n
  1. Pick something you want to sell or promote. Instead of listing its features, write down three desires your audience already has that this thing satisfies, rather than explaining what the product does.<\/li>
  2. How aware is my audience? Do they know they have a problem? Do they know solutions exist? Do they know my specific solution? Write your opening line to match that awareness level.<\/li>
  3. Study three competitors in your space. Notice the claims they make. What can you claim that they can\u2019t?<\/li><\/ol>\n\n\n\n

    Quote<\/strong><\/h3>\n\n\n\n

    \u201cCopy cannot create desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people, and focus those already-existing desires onto a particular product. This is the copywriter\u2019s task: not to create this mass desire \u2014 but to channel and direct it.\u201d<\/em><\/p>\n\n\n\n

    \n\n\n\n

    Book Freak is published by Cool Tools Lab, a small company of three people. We also run\u00a0Recomendo<\/a>, the\u00a0Cool Tools website<\/a>, a\u00a0YouTube channel<\/a>\u00a0and\u00a0podcast<\/a>, and other newsletters, including\u00a0Recomendo Deals<\/a>,\u00a0Gar\u2019s Tips & Tools<\/a>,\u00a0Nomadico<\/a>,\u00a0What\u2019s in my NOW?<\/a>,\u00a0Tools for Possibilities<\/a>,\u00a0Books That Belong On Paper<\/a>, and\u00a0Book Freak<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    A practical field guide to the copywriting genius of Eugene Schwartz<\/p>\n","protected":false},"author":47588,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[76],"tags":[2397],"acf":[],"_links":{"self":[{"href":"https:\/\/kk.org\/cooltools\/wp-json\/wp\/v2\/posts\/47123"}],"collection":[{"href":"https:\/\/kk.org\/cooltools\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kk.org\/cooltools\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kk.org\/cooltools\/wp-json\/wp\/v2\/users\/47588"}],"replies":[{"embeddable":true,"href":"https:\/\/kk.org\/cooltools\/wp-json\/wp\/v2\/comments?post=47123"}],"version-history":[{"count":1,"href":"https:\/\/kk.org\/cooltools\/wp-json\/wp\/v2\/posts\/47123\/revisions"}],"predecessor-version":[{"id":47125,"href":"https:\/\/kk.org\/cooltools\/wp-json\/wp\/v2\/posts\/47123\/revisions\/47125"}],"wp:attachment":[{"href":"https:\/\/kk.org\/cooltools\/wp-json\/wp\/v2\/media?parent=47123"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kk.org\/cooltools\/wp-json\/wp\/v2\/categories?post=47123"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kk.org\/cooltools\/wp-json\/wp\/v2\/tags?post=47123"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}