The year was 1972.
A struggling entrepreneur by the name of Martin Edelston was desperately trying to save his business from his basement home in New York.
He had already burned a hole in his limited start-up capital...
And pretty quickly, he was down to his last $3,500.
Not much... even in those days.
But Martin knew he had a great idea. He was absolutely sure of it.
AND... he had the passion and ambition to make it happen.
The problem was: that he was struggling hard to make sales, and he was burning through his modest reserves way too quickly.
He had to do something about it, FAST!
Enter Eugene Schwartz
After a few more days of agony, he remembered talking to a friend who was raving left and right about a guy named "Eugene Schwartz".
Eugene was a superstar copywriter.
Someone who couldn't stop pumping out winning promotions for his clients...
And, according to some reports, was once paid $54,000 for 4 hours of his work (!) by the mega-successful publishing company, Rodale Press.
After hearing about this, Martin immediately recognized that if there was ONE person who could save his dying company... it was Eugene Schwartz.
So he called him up, explained everything, and Eugene agreed to write Martin an ad to promote his company.
Problem was...
Eugene's fee was $2,500 for a simple ad...
2/3rds of Martin's ENTIRE budget!
But despite the terrifying proposal, Martin agreed without hesitation and hired Eugene to write a promotion for his "Boardroom Reports" newsletter.
And you know what?
That was probably the best decision he's ever made.
Because Martin went from struggling entrepreneur...
To building a mega-successful publishing empire - in record time - that's worth hundreds of millions of dollars today!
… All because of a "simple" 4-page ad written by a master copywriter in about 30 minutes, while he was waiting for his wife to get ready for a night out...
THAT's the amazing power of good copywriting...
And in today's post, I want to show you exactly how Eugene Schwartz did it.
(and also tell you the true story of how he wrote it in just 30 minutes)
Prefer video instead? Watch Below!
How Eugene Schwartz Uses Tons of Fascinations
Eugene Schwartz builds intrigue by giving an insider look at the industry's top trends to the executives, through the use of fascinations.
The executives initiate critical decision making which shapes the future of organizations.
Hence, insider secrets are simply GOLD for them!
“Read 300 business magazines in 30 minutes”
“You get glimpses into the future that never reach the regular press”
From emerging business ideas to new tax loopholes and financing methods, Boardroom Reports cover all!
Eugene tactfully shows how to leverage information and shape the future.
Then, there is future pacing, so you visualize owning the magazine.
A brilliant marketing strategy indeed!
Boardroom Reports are compared to a computer that scans 3000 magazines and gives you practical insights into ‘how to make money’ jargon.
Who can beat that?
Is there a "secret recipe" behind the most profitable sales letters of all time?
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The 80/20 rule
Imagine what is possible if you have all of the industry secrets.
The opportunities are endless. You have a competitive edge and access to the latest business ideas.
Back in those days when people couldn’t Google everything like today, can you imagine how powerful that was?
If you have 20% of the significant information that determines 80% of performance, visualize what that would mean to an executive or a generalist.
Eugene does a great job of enhancing the perceived value and positioning it as a need in the minds of the ideal customer.
After all, who wants to be left behind by the competition?
If an offering gets you closer to your ideal state, you will happily pay for it!
And what’s better than access to the top industry secrets and ‘leaks’ before they are public?
Eugene Schwartz’s Price Anchoring Strategy
Eugene compares boardroom reports to The Wall Street Publication with a broader scope.
By condensing 3000 business and research reports biweekly, you have a communication system worth $1000 - if it existed online.
However, the actual price is less than 120th of that price.
See how Eugene makes it an irresistible offer? Brilliant!
It is impressive how a 50-year-old promotion was executed SO well by the legendary copywriter.
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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.
