The basics from 1966

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Eugene Schwartz is one of the best copywriters in history.

His sales record speaks for itself. Here’s just a fraction of his accomplishments:

  • He wrote a television advert that sold to one in every 14 American TV owners
  • He made $50 million dollars from a textbook on natural health
  • He received over two million orders on a fishing lure

And in 1966, he wrote a book called “Breakthrough Advertising,” which is widely regarded as the holy grail of copywriting books. He’s an absolute genius at writing successful copywriting campaigns.

Here are seven of the biggest lessons we can learn from Eugene Schwartz. …

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Image Credit: milhad /

In 2013, I had a conversation with a family friend at a dinner party.

At the time, he was a coding undergraduate, with the lofty aspiration of working at Google.

Aware of their notoriously difficult hiring process, I asked him, “Is there anywhere you’d like to work for, if you can’t get into Google? From what I hear it’s pretty competitive”.

Without skipping a beat, he responded, “The other company I’d love to work for is Amazon.”

I laughed in disbelief.

Back in 2013, Amazon didn’t seem like anything special — certainly not a tech giant rivaling the likes of Google, Facebook, or Apple. …

Outrageous and fun? Honest and quirky? Which one will it be?

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Photo by Christina Hernández on Unsplash

Normally when we consider how to make a memorable brand, it’s tempting to start with the visual aesthetics. But there’s something even more important to bear in mind — your brand’s tone of voice.

What Is Tone of Voice?

Simply put, it’s the emotion and personality behind your brand in written or spoken form.

Whether we’re talking about feeling inspiration from Nike, reassurance from Dove, or informed by the BBC. It’s not the services or products we remember, it’s how they make us feel.

The way you express your sales message can have a huge impact on the way people engage with it. If you can master your brand’s tone of voice, you’ll maximise the impact of the message on your reader. …


Nick Waghorn

Cornish B2B copywriter obsessed with marketing, storytelling and self-improvement.

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