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Breakthrough advertising
Eugene M. Schwartz、Eugene Schwartz、Eugène Schwartz · 初版 1966 年
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一本关于如何成为一名出色 copywriter 的优秀书籍。
Hacker News 上怎么说
正在加载完整评论……
Breakthrough advertising
Eugene M. Schwartz、Eugene Schwartz、Eugène Schwartz · 初版 1966 年
一本关于如何成为一名出色 copywriter 的优秀书籍。
正在加载完整评论……
……《Closing the Sale》；3. 布莱恩·崔西（Brian Tracy）的《The Psychology of Selling》。文案写作方面最棒的 3 本书（全部绝版了）：1. 约翰·卡普尔斯（John Caples）的《Tested Advertising Methods》；2. 克劳德·霍普金斯（Claude Hopkins）的《Scientific Advertising》；3. 尤金·施瓦茨（Eugene Schwartz）的《Breakthrough Advertising》。如果要我加第 4 本，那就是：4. 丹·肯尼迪（Dan Kennedy）的《The Ultimate Sales Letter》。如果你想研究得更深，这里有个更长的书单：https://capitalandgrowth.org/questions/627/what-are-some-goo...
…Closing the Sale 3. Brian Tracy's The Psychology of Selling Copywriting: The 3 Best Books (All out of print): 1. Tested Advertising Methods by John Caples 2. Scientific Advertising by Claude Hopkins 3. Breakthrough Advertising by Eugene Schwartz If I could add a fourth it would be: 4. The Ultimate Sales Letter by Dan Kennedy If you want to get even deeper, here is a longer list: https://capitalandgrowth.org/questions/627/what-are-some-goo...
……刷刷 News/Reddit，看看正在发生什么。我靠这招连续两次登上了 HN 榜首。-- 几点通用建议：1. 搞懂你客户的痛点。先讲收益（benefits），再用功能特性（features）来解释。去读读尤金·施瓦茨的《Breakthrough Advertising》或罗瑟·里夫斯（Rosser Reeves）的《Reality in Advertising》这类书。2. 多跟真正把事做成的人聊，聊得越多越好。3. 重点放在文案测试上。找出能引发共鸣的切入点，然后……
…News/Reddit and see what's going on. I hit the top of HN twice in a row doing this. -- General notes: 1. Understand your customer's problems. Lead with benefits then explain with features. Read books like "Breakthrough Advertising" by Eugene Schwartz or "Reality in Advertising by Rosser Reeves. 2. Talk to people who make it work. The more people you can talk to, the better. 3. Focus on testing messages. Find what resonates and…
《Breakthrough Advertising》- Eugene Schwartz 《Advertising Secrets of the Written Word》- Claude Hopkins Seth Godin 的任何书
Breakthrough Advertising - Eugene Shwartz Advertising Secrets of the Written Word - Claude Hopkins Anything by Seth Godin
尤金·施瓦茨写的《Breakthrough Advertising》。对搞营销的人来说，这本书的相关度高得离谱。我从那些“营销大师”那儿读到的大部分东西，本质上就是在把这本书换个说法炒冷饭。
“Breakthrough Advertising” by Eugene Schwartz. The relevance for any marketer is incredible. Much of what I read from “gurus” is essentially just rewording this book.
……配色方案。这感觉跟大公司风和科技风完全相反。如果你想用搜索引擎去跟那两家竞争，就得顺应另一股浪潮。另一个能让大众产生强烈共鸣的宏大叙事。《Breakthrough Advertising》是有史以来最好的广告书之一，它极其透彻地解释了社会是如何催生出这些情绪浪潮的——当下人们在聊什么、当下在焦虑什么、当下在期盼什么。以及如何把这些情绪引向……
…color palette. This feels the opposite of corporate and tech. If you want to compete with those two, with a search engine, find another wave to ride. Another big story that people feel strongly about. Breakthrough Advertising is one of the best ad books ever written, it explains really well how society creates these waves of feeling, the conversation of the day, the worries of the day, the hopes of the day. And how to direct…
我还以为这个链接会是尤金·施瓦茨的《Breakthrough Advertising》呢，这本书其实也在加里·哈尔伯特（Gary Halbert，原帖链接那本书的作者）的必读书单上。我读的广告/文案书越多，就越发发现外面的很多内容其实都……
I was hoping the link would be for Breakthrough Advertising by Eugene Schwartz, which is actually on Gary Halbert's (the author of the linked book) list of essential reads. The more advertising/copywriting books I read, the more I discover how much out there is…