You probably don't know Eugene Schwartz.
He's one of the greatest copywriters of all time. He's also the author of Breakthrough Advertising and The Brilliance Breakthrough. (I paid a small fortune for out of print copies of these books).
I've studied his books on and off for years.
For some reason, he's back on my radar this week.
Ben Settle mentioned him in the latest issue of his Email Players newsletter. I even invested $20 in some old recordings where Schwartz shares his methodology for copywriting. Pure gold for just $20. Check out https://www.hardtofindseminars.com/ to see hundreds of great interviews.
Have you ever read a book or watched a movie more than once?
Every time you read a book or watch a movie for the second or third time, you learn something new. I guess that's why some of my mentors tell me to listen to training seven to ten times.
Almost every day for the past week I've seen Eugene Schwartz references.
The theme that keeps coming up this time is simplicity.
You need to write simply so anyone can understand your most complicated thoughts.
This is the same theme I encountered last month as I was reading Murder Your Darlings by Roy Peter Clark.
Yes, I like to read nerdy books!
Simplicity, simplicity, simplicity is the theme being drummed into me.
Eugene Schwartz wrote his classic books over 50 years ago and they are more relevant today as we've turned into skimmers.
You are so overwhelmed with content that you skim until a word or phrase grabs your attention.
Only then will you slow down and read the entire article.
This is why we need to communicate clearly and simply to our audience.
As one of my first copywriting mentors said "Your copy has to be so clear and concise that Homer Simpson knows exactly what you are selling and why he needs to buy your product right now"
Think about that for a minute.
This is why the "experts" tell us we need to know our audience in great detail and speak in terms they will understand.
Watch Donald Trump speak to his base.
He uses simple language to get his point across. No fancy words. Repeat the same soundbites over and over in every appearance.
Just for fun, I ran Trump's recent speech in North Carolina into the Hemmingway App. The app gives a grade level to the content you enter.
I usually shoot for grade level 4-6 when I write promotions for my audience (I'm not trying to offend you. This is what you respond to).
Here's a screenshot of the Hemmingway App with the transcription of 45 minutes of his speech at the North Carolina rally.
This reinforces what Eugene Schwartz and other top copywriters teach.
1. Know your audience
2. Speak to them in their language
I'm not making fun of or trying to offend anyone.
This is what direct marketers and politicians have been doing to us for over 100 years.
It works better than ever today so try it out in your marketing.
Let me know how it works for you.
P.S Let me know if Homer Simpson does buy from you after testing this.