By Eugene Schwartz

Eugene Schwartz was a master of market manipulation, and routinely wrote sales letters and ads that pulled in millions of sales.  He has a very pragmatic and hard working approach, and his advice is not just valuable to copywriters. Any CEO or small business owner could hugely benefit from reading this book through. It will put money in your pocket.

Schwartz believed advertising could not create real demand, but could channel existing demand to any product. He give the example of weight loss. There is a “mass desire” in the marketplace to lose weight, and so there is a demand for weight loss products. Good copy captures the driving desire behind that demand, and channels it to a particular product.

He goes into detail in this book about the structure of an ad, and its building blocks – including headlines.

This is another book that is found on every top copywriter’s bookshelf – and every smart CEO’s as well.

The only problem is that this book is too popular. There is an almost cultish demand for the book, especially since it’s not that easy to find. If copies are available on Amazon, they sell for as much as $300. You can check the Amazon link below.

One recent option is a site that sells the PDF version for $25 at http://eugeneschwartz.co.cc/

Otherwise pop on over to Amazon and see if you can find an affordable copy!