Breakthrough_Advertising_DATASET.pdf

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FOREWORD
Welcome to the most sought after
direct marketing masterpiece. This book was recently selling for
over $900 dollars used—so I decided to re-issue it. It is a real
privilege to bring Gene Schwartz's advertising wisdom back into
print. We built a wonderful business based on his wisdom.
He was a special delight and a treat to know—Gene was
6'2" and reminded me of Gary Cooper in
The Fountainhead.
But
Gene had much more charm and wit and a fabulous, unforget-
table smile.
Exciting sight—watching the multi-talented genius's fingers
flying over the keyboard creating another brilliant ad. And then
he'd sit back with that great smile, read it over and enjoy it more
and more.
Gene wrote advertising copy lor the best direct marketers
in America. And then he published a book in 1964 titled
Hoxc
to Double Your Child's Grades in School,
following up with
How
to Double Your Power to Learn
and then
Breakthrough Adver-
tising
in 1966.
He was very clever—he exchanged his copywriting for ac-
cess to mailing list names and promoted his own books to them!
But then Gene had a stroke in 1978 and he had trouble
typing . . . for it affected his right side. But he worked and
iii
IV
FOREWORD
worked until he became quite proficient typing with just his
left hand.
My big idea—Retain Gene as a business consultant instead
of a copywriter to guarantee him a regular income. He became
very important to us in that new role. l i e helped very much in
the creation of the
Bottom Line/Personal
concept and of our ed-
itorial style. Awesome.
Then there was Gene III, the scientist, always reading the
leading-edge science books and belonging to a very sophisticated
group that met weekly to discuss the implications of those sci-
entific advances on society.
Finally, there was Gene IV—an amazing talent as an art col-
lector, together with his wife Barbara, a famous interior designer.
They built a fabulous art collection betting on Hans Hoffman
Morris Lewis, Frank Stella, Donald Judd and Milton Averv well
before anyone else had heard of them. Their first acquisition was
by the color-pioneer Hans Hoffman. It took me years to appre-
ciate Hoffman's work. Barbara also helped me build an incredi-
ble collection of photographs that are now at the Art Institute of
Chicago. On my first gallery tour with them—I discovered a
crumpled photo by the Starn twins that had two words on i t -
Confusion/Order. That is what I'm devoted t o - b r i n g i n g order
from confusion. So Barbara and I built a very exciting
Lessons
in Life
collection. I was her first art advisory client. And it is
with her generous permission that we bring Gene's classic book
back into the world.
Martin Edelston
Founder and President. Boardroom Inc.
Publisher of Bottom Line/Personal
January 2004
PREFACE TO THE
BOARDROOM EDITION
This book was first published
in 1966—what seems to be three lifetimes ago. It was put out
bv Prentice-Hall, a marvelous house: it sold onlv a few thousand
copies. But since it was published I have had people coming to me
regularly to tell me that thev directlv credit reading this book with
their making millions of dollars.
This is amazing enough, but even more remarkable is the fact
that—when I look back on it—not a single one of these people
was a copywriter. Here is a book that is called
Breakthrough Ad-
vertising . . .
and yet was used bv men who were not in the business
of advertising at all, to make more monev than most of us ever
dream of accumulating.
How did this happen? Whv was a publisher, a financier, a
manufacturer of novelties, able to make so very much monev with
a book that is about putting sentences together? (The financier
told me that, within one vear after obtaining the book, he had
raised his net worth from $100.000 to $10 million). Are the
sentences contained in the pages that follow actually that power-
ful? Can they change the fortunes of men so radically? Are thev
far more universally adaptable than I had first t h o u g h t . . . so they
are no longer about
advertising
products, but literally about
open-
ing whole new markets for them?
\1
PREFACE
Therefore, eighteen years later, when Boardroom Books asked
me to republish this text. I had to study it again, with the fresh
eyes of a person who had not read it in all that time, to see what
was the
real
content of my book, and its
real
effect on its readers.
I did. I discovered the secret. And I am using this introduc-
tion now to admit my red-faced shame. What I had thought I had
written those mam- years ago was a book on advertising; what I
actually put down on these pages was an entireh' different book,
on a far broader theme:
There is a way to develop an entirely new market for a new
or an old product. That way involves a certain number of clearlu-
defined steps. And in this hook 1 show „ou every single one of
J
those steps.
'
As you mav know, all of us—no matter what official designa-
tion we give the industry we do business m - a r e actually on a
deeper level, in exactly the same profession.
We are all'simply
creating or exploiting markets for our products.
When the market
is born, our business is simultaneously given birth. When it grows
so does our share of it. When it is mature, our sales charts develop
heir first aches and pains. And at that point, if we can develop a
fresh new- market for that old product, it is exactly as if we
achieved the Faustian dream, and enabled that product to drink
from the proverbial "Fountain of Youth."
We are all primarily conceptual midwives. helping g i
v e
birth to
new markets for our products. All the other functions" we or our
business, p e r f o r m - t h e manufacturing, distribution service
hnancmg, and all the r e s t - a r e simply adjuncts to this vital central
process.
We are, in a single phrase, "Market-Makers." We sense each
new market in its turn. We test and evaluate its size and scope We
gauge its true potential financial strength, and then we focus all
the people, all the money and all the desire that makes it up on
one ultimate object: our own product.
Most of the time, the market exists before our product, and
we simply tap its present strength. But, m this era of constant

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