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Re: What was Eugene Schwartz Breakthrough Advertising book gold?
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Like you, I think Eugene Schwartz's multiple stages of sophistication is brilliant! By the way, this is built upon further in the book "Great Leads" by Michael Masterson and John Forde... (Which I also think is worth reading...) In addition, for one of the stages, Schwartz says you need to focus on a "new mechanism" to cut through the crowd... Some have only "caught on" to this... 55 years or so after Schwartz wrote about it! It's also quite a brilliant idea (in my view)... Best wishes, Dien
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