A Copywriting Legend on Real Thrills

“Always shoot for the moon—it’s one of the few real thrills left today!”

Eugene Schwartz

Not that great of a quote. Mostly just a celebration of finishing this book.

Read it as research for a course I’m writing in Fizzle. It’s this out of print classic in copywriting. Much of it old and outdated, but tons of great morsels.

The examples and the tactics feel hard-sell-ish today. But there’s a few bits in here (some passages on creativity, his reverence for VW ads and the quote above) that point to a richer creative life for good ol’ Eugene.

Read it if you’re a student of ads and copywriting. Else, just do what everyone else who’s smart does and just pay attention to how Basecamp does it.

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