Where to Find Your Breakthroughs
Schwartz’ classic is not an easy study. These five lessons above are simply short summaries of data that sometimes is explained across and between several chapters.
Again, your own mileage will depend on your study of this and other classics – to boil down and internalize the principles and patterns of these author’s experience into a working philosophy you can employ.
“No one school has all the teachers” goes a ancient Oriental maxim. So having and regularly re-studying even a small library of proved marketers is a must to succeed in any marketing.
Just to summarize the high points of what we’ve covered:
Out of the three types of copywriting practiced today, only real analysis will help you develop the breakthrough headlines and copy you’ll need to rise above the bulk of marketers out there – to attain the profitable results you are looking for.
Conventional advertising is educating your prospects to more quickly reject poor ads faster than ever before. Because Sturgeon’s Law applies: “90% of everything out there is crud.”
Research and study the markets you want to enter. Research and study your product to extract the claims and mechanisms your product has, in order to fulfill the strongest desire your product represents. Build your headline from that desire, build your copy from your claims and mechanisms. Then align these to a theme that will appeal to the beliefs of your prospect and inspire them to take action.
Mass desires are the public spread of a private want – and are derived from mass instinct and mass technological problems. They appear as trends and are reinforced by mass education. The three dimensions of any mass desire’s power are its urgency, its staying power, and its scope – how many people share it. No company has the budget to re-educate even a small market to accept a new desire.
Your mass desire has enough prospects in that market to make advertising profitable. While your product will fulfill many desires, there is only one that you can use in any ad – the strongest or most effective for that product at that time.
Ads and Marketing rely on your ads to fulfill the desires, identifications, and beliefs of your prospect.
Identifications are in the form of roles. The two types are Character and Achievement. What people want to be and what they want to have. The product becomes symbolic of those roles.
Markets and Prospects mature. Both start out with unknown products and un-named desires, then mature through being introduced to new and later expanded claims and mechanisms to ultimately becoming identified with their lifestyle.
Through these principles and patterns, you can develop your own workable system that will in turn help you to weather any competitive market you enter, and to learn from your own and other’s mistakes.
You’ll start analyzing every ad and piece of copy you see. You’ll find where they keep you involved and where your interest drops off.
You’ll see that while the big successes you know of each have effective marketing as a basic tool, the most effective marketing has effective copywriting as its stable base. The better your copywriting, the greater your success.
And you improve your copywriting through continual study, regular practice, and precise analysis.
It’s all just that simple.