[Breakthrough Copywriter] Why Only Analyzed Solutions Work

Eugene Schwartz lays out the premise and breakthrough of his classic “Breakthrough Advertising” within the few pages of its introduction:
“I've written this book – not from the mail order perspective alone – but from the universal problem of all copy writing: How to write a headline – and an ad that follows it – that will open up an entirely new market for its product.
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“In copy writing there are the hopes and fears and desires of millions upon millions of men and women, all over the world. And the copy writer does not create the desire of millions of women all over America to lose weight; but he can channel that desire onto a particular product, and make its owner a millionaire...”
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