One of the most highly recommended books by A-list copywriters is Eugene Schwartz’s Breakthrough Advertising. Eagerly I searched on Amazon to buy a copy. But then I saw the price – $800.
ARE YOU KIDDING ME?
Below I discuss one of the main lessons from Breakthrough Advertising – a brilliant bit of insight I originally heard about in Micheal Masterson’s book “Great Leads”.
Find out in the episode below:
Surprisingly, one of the most important questions we can ask about our customers is “How Much Do They Know?” This guides us in how Direct or Indirect we should be with our ads.
Think of the massive waiting lines that form outside an Apple Store when a new iPad is released. Those people basically just need the price and where to buy one, that’s it. We can be super direct with them.
On the other hand, let’s say you *think* you *might* need weed killer on your lawn. You aren’t sure how many weeds you’ll actually get this year, and it’s tough to pick what kind of weed killer (so many options on the market).
In short you’re far more skeptical and cautious about buying. For that situation, our ads need to be more indirect and work harder to persuade.
Onwards and Upwards!
Resources Mentioned In This Podcast…