Writing Notes

Eugene Schwartz – How To Become A Better Copywriter

Eugene Schwartz was an advertising copywriter whose speciality was direct-mail campaigns and the author of 10 books, including “The Brilliance Breakthrough” and “Breakthrough Advertising”, which is widely regarded as the holy grail of copywriting books. An absolute genius at writing successful copywriting campaigns, he has a “Hit Ratio” (the percentage of winning ads) of 85%, …

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Gary Bencivenga Bullets – How To Write Copy Like America’s Best Copywriter

For the past two weeks, I have copyworked and analysed 5 of Gary Bencivenga’s print ads.Swipe file at the bottom of the page. “What is copywork?” you may ask. Copywork is copying others’ work by hand to experience their writing style and techniques. I did so with 5 of Bencivenga’s ads, analysed their structure – …

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