Many things have been said about the great Eugene Schwartz and his book Breakthrough Advertising.

But yeah, not sure I've heard his book compared to a piece of Very Thick New York Cheesecake before.

Do Yourself a favor and pickup Eugene's classic at Brian Kurtz website - https://www.briankurtz.net/products

https://www.youtube.com/watch?v=ECpaDze3Hg4

Transcription

Your customers demand proof.

Hi I'm Brian Pombo, welcome back to Brian J. Pombo Live.

I'm holding in my hand a copy of Breakthrough Advertising, by Eugene Schwartz.

Classic. Absolute classic when it comes to marketing, when it comes to, if you're dealing in any type of sales or marketing, if you're trying to get a message out to someone and convince them that you're right and convince them to do something, you gotta get a copy of this book, it's a it's not an easy one to get.

It's been reprinted currently by Titans Marketing, I think you go to TitansMarketing.com (https://www.briankurtz.net/products) and get a copy. I think that's where I got this one.

And just, it is like reading…I don't know how to explain it?

When it comes to books, it's like eating a piece of very thick New York cheesecake, something that's very rich, and you just have to take a little bit of time because it can jar you if you're really paying attention. Because there's so much depth in here and so many things that, to this day, people don't talk about when it comes to marketing.

Although I have heard a lot of the geniuses out there, the ones that really know what they're doing, they bring up these points over and over again. And the point I was just reading about in here, the only reason I'm holding this book is to give a plug to it, but also, because it brought up this concept of proof and the fact that your customers and clients, they're going to demand proof whether they say it out loud or not.

It's what's going on inside.

Because you're making some type of a claim right off the bat. At some point, if you are doing any type of sale whatsoever, you're saying, if you get this, this is what's going to happen to you.

And I know FCC and all these…FEC I should say, and all these other alphabet soup organizations and the government that they always try to stop claims from being made, but you can't get a claim, in reality, a claim is going to be made, the real question is whether it's a fair claim or not.

And that's why you got to make sure you follow all the rules. But in terms of claims, you got to know what you are asking them to believe and what type of proof you're providing, that it's actually a true statement.

Whatever it is you're offering, I'm going to give you an example. So I was working with a company years ago and I saw something similar that brought this up. And they made a claim that if you do this, if you take this nutrition product, if you consume it, that you will get blank. And I'll tell you what, that what that general claim was, is that this nutrition product will raise your antioxidants on the inside. And therefore, you will have a higher antioxidant level and lower oxidized stress to your cells.

If you know anything about antioxidants. There's a whole story behind it. And I won't get into the science behind that. But this was their claim. And it was tough because it's one of those things that you can't outright prove.

In most cases, you can't just go out and show people how this occurs.