Eugene Schwartz | “Do you have the courage to earn $500k a year?” – A Breakdown 

By  Csaba Borzasi

Whenever copywriters get the chance to learn from the late, great Eugene Schwartz...

They usually JUMP on the opportunity!


Because even though Schwartz wrote his magnum opus - Breakthrough Advertising - in the 1960s...

He was so much ahead of everyone else, it's not even funny.

It's no wonder why his legendary book is currently selling for $125 (which is a freakin' STEAL even at this price!)

His teachings today are as relevant as ever.

So in today's post, we'll explore a famous Eugene Schwartz ad that unpacks many of the things he talked about in the book.

You can also find my list of the best copywriting books here.

Prefer video instead? Watch Below!

Are you the “one”?

Do you believe you are destined for greatness?

Are you willing to make sacrifices for "prizes beyond the imagination of the ordinary man?"

Do you believe in the possibility of earning $40K to $50K a month?

Wow, the ad has an unbelievable promise lead.

It paints the picture of a highly successful businessman accomplishing EVERYTHING in life.

By rephrasing a bold offer as a "philosophical" question, Eugene Schwartz effectively evades the natural bullshit detector that most people immediately experience after reading a headline.

This ad uses a lot of reverse psychology to "flip the script" and generate more desire by actively trying to disqualify certain people.

As a result, people who are the right fit pay a lot more attention, plus it appeals to their ego. This makes people more curious about the offering as the promises are crazy.

Written by America’s most famous financier, the book reveals the secret techniques of men who take up to $5 million a year!

That’s crazy! Insider tips at the disposal of an ordinary man!

Let’s find out more.

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How Eugene Schwartz Uses Future Pacing

After the promises, one wonders if these privileges are meant for the Rich.

Eugene preemptively answers objections by saying the techniques work for ANY amount of capital, even as little as $200 or $1000.

Is this a dream? Seriously, what could be better?

Then he teases the offering and builds intense desire in the process.

The book has valuable insights on how to spot a lucrative opportunity in any crisis.

How to add $99 credit to $1 of your own?

How to control profit-making machinery overnight?

From stock market secrets and market timing to tips for special circumstances, the book covers PROVEN techniques from a lifetime of experience.

Then Eugene teases the 13 dangerous traps and 7 warning tips to avoid when entering new deals.

See how he builds an irresistible desire in the process. You are so drawn to everything promised and want to find out more.

That’s the beauty of brilliant copy. It leaves you in awe!

Another reason this works so well is that people believe there's a proven system they can use to get rich quickly.

Hence, it appeals to their dreams.

Eugene Schwartz’s Incredible Curiosity-Driven Headlines

The last section of the ad does a terrific job with persuasive techniques by appealing to greed.

It shows how tips from insiders can help you close high-paying clients within minutes!

How can you earn from your business in auto-pilot mode?

At this time, one wonders that with 100s of proven strategies, at least a few of them “should work for me”!

With many curiosity-driven paragraphs, Eugene Schwartz sells the value of the product such that the price does not compare to the cost in any way!

From cheap loans to million-dollar tax angles, the ad shows what is possible for an ordinary man once he tries the proven strategies.

Moreover, there is so much suspense that you feel you must find out, or else you will be missing out on this.

Eugene is highly skilled at pulling the correct strings in people.

The ad paints the perfect picture and builds an intense desire for the offering.

Towards the end, the reader wants to find out the secrets of the filthy rich.

The best sales letters appeal to the dreams and show they are achievable and NOT scammy!

I love the "Crossroads Close" at the end of the ad.

Simple, short, and to the point.

It definitely knocks many people off the fence.


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PLUS: You’ll also get my mega-popular Secret Copy Recipe” cheat sheet... Along with a free subscription to private newsletter breaking down legendary sales letters in detailed video essays each week...

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Interested in more great content on copywriting? Check out my Copywriting Resource Hub where you'll find in-depth guides, interesting case studies, and practical resources that will help you boost your conversions and sell more, without being salesy or aggressive.

Csaba Borzasi

Csaba Borzási is the founder of Game of Conversions. After spending 10 years learning the ins and outs of persuasion psychology, Csaba now focuses on what he loves most: helping ambitious entrepreneurs grow their online business and get more profitable customers. When he isn't geeking out on discovering how the human mind works, you can probably find him climbing a mountain, dancing salsa, or traveling around the globe.

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