Eugene Schwartz wrote his magnum opus - Breakthrough Advertising - in the 1960s…
But his teachings are still super relevant today - probably more so than many other copywriters.
It's no wonder why his legendary book is currently selling for $125 (which is a freakin' STEAL even at this price!)
He was so much ahead of everyone else, it's not even funny.
So in today's post, we'll explore another famous Eugene Schwartz ad that unpacks many of the things he talked about in the book.
And this core concept was profitable for 20 YEARS before retiring!
(which, in the world of alternative health offers is pretty incredible)
By the way, here are a few more copywriting books you should read.
Prefer video instead? Watch Below!
Eugene Schwartz Introduces The Concept Of Self-Healing
The sales letter, written by Eugene Schwartz in 1981, begins with a ‘how to’ fascination:
“How modern Chinese medicine helps burn disease out of the body”
That’s a pretty interesting headline, right?
“The Chinese don’t believe in surgery or medicine for major illnesses. They help prevent such illnesses instead”
Imagine reading the above subheading.
The big idea is presented right off the bat - which is called a direct lead.
That immediately hooks you and makes you want to learn more, as a ture health breakthrough is promised.
The letter begins by explaining the concept of self-healing, which has been used for centuries by various cultures worldwide.
Eugene Schwartz describes how modern medicine has largely abandoned this approach in favor of pharmaceuticals and surgery - a common narrative among the target audience for this ad.
When we interfere with the body’s innate ability to heal, we become sick easily.
By using internal exercises and other natural remedies, we can tap into the self-healing ability and cure diseases that might otherwise be treated with drugs or surgery.
This is exactly what the target audience wants. They are scared of surgeries and complex medical procedures, so the promise of mild, internal exercises to prevent diseases sounds super appealing!
This letter is extremely effective from a copywriting perspective because it presents a compelling argument for self-healing as a more natural and holistic approach to healthcare.
In copywriting, it’s always a good idea to find something the reader is familiar with - especially if they are skeptical towards that thing - and show that your solution is somehow better.
It speaks directly to the reader's emotions and desires, and it helps them feel secure with your product or service.
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How Eugene Schwartz Uses The “Reason Why” In Copy
To cut through the noise in the market and add credibility to the claims, Eugene Schwartz shares statements from Dr. Chang, a renowned expert in the field of Chinese Medicine.
By highlighting Dr. Chang's endorsement, Schwartz establishes credibility to his claims and positions the product as a legitimate solution to the problems being addressed.
One key element is the use of "reason why" copy, which explains the scientific rationale behind his recommendations.
For example, Schwartz cites Dr. Chang's take on internal vs external exercises to build credibility for his methods.
Dr. Chang argues that external exercises, such as weight lifting or running, are less effective at improving overall health than internal exercises, which focus on improving the functioning of the body's internal systems.
By citing this expert opinion, Schwartz is able to establish authority and convinces readers that the techniques are based on valid scientific principles.
Hence, Schwartz helps readers trust the product and understand why it is highly effective for fighting diseases.
How Eugene Schwartz Uses Future Pacing Techniques
In addition to the use of credibility-boosting testimonials, Schwartz also employs a number of creative visualization techniques to engage the reader's imagination and help them visualize the benefits of the product.
For example, he describes the process of "brain cleaning by breathing" in vivid detail, inviting readers to visualize the positive effects of the exercise on their own bodies.
Similarly, the statement "throw away your glasses by rubbing around the eyes” is attention grabbling for anyone who has struggled with vision problems.
Overall, Eugene Schwartz's sales letter is a masterclass in persuasive copywriting, using a combination of "reason why" copy, authority building statements and creative visualization to convince readers of the effectiveness of the product.
Using compelling language, storytelling and vivid imagery to paint the ideal outcome, Eugene appeals to the dreams of the ideal avatar.
Whether or not the product actually delivers on its promises is another question, but there's no denying that Schwartz's letter is an effective piece of marketing material.
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