[Breakthrough Advertising] How to Quit Wasting Ad Budgets - Eugene Schwartz

Make all your ads pay for themselves. How? Simple: study the classics. Over and over and over. Again, there's maybe a dozen books that lay out all you need to know. The rest is studying the markets you are trying to reach.
And for copywriters, there's a small set of long-lasting ads that ran for decades with minor changes. There are many like this. The reason these ads ran that long was simple – they kept getting sales.
Once you internalize those, and also understand how they work – then you can duplicate their success. Routinely...
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