Writing, as many can attest, can be the impossible work. Schwartz said that learning the craft and doing the research are the hard work. If you don’t do your research - trust me - your gig will end in humiliating failure.Īll right, on with the show … 3 hours a day, 5 days a week If you don’t know your craft, you’re sunk. This gave him unlimited ammunition going into the writing part of the game. He did this by reading, re-reading, and re-re-reading all of the information he could get his hands on about the product and by systematically marking down the benefits - as stated by its creator - one by one. He even joked that, by the end of a job, he’d know more about a product than the person who’d created it. He worked incessantly to both improve his copywriting skills as well as prepare for jobs through dedicated research. The hard work clauseīefore I lay this thing out, let me be clear that Schwartz was a consummate craftsman. Or, use it and watch your career accelerate. Ignore this approach at your own professional peril. I’m a serious copywriter and this is insulting.” Here’s the thing: I know what you’re going to say about this. His technique for getting copy written is offensively simple. He became a world-class art collector and a respected Biblical scholar. He did it all by - in his own words - writing only 3 hours a day, 5 days a week.Īs one of the highest-paid copywriters of the 1950s and ’60s, Schwartz lived very comfortably in Manhattan. Legendary copywriter Eugene Schwartz created a system of working that, before he was finished, enabled him to write nine books (including the classic Breakthrough Advertising), dozens and dozens of successful ads, and countless articles for well-known publications all over the world.
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