09/03/2022
Eugene Schwartz Copywriting Structure
I have been looking a lot into classic advertising and copywriting styles and I bumped into this 1973 ad by Eugene Schwartz.
Eugene Schwartz is well praised for his copy structures. If any of you are interested in structuring your copy you should checkout Eugene Schwartz books.
I like his "Breakthrough Advertising" the most.
If you look at the structure of his ad copy below you see a very well written headline and a sub heading to start with.
His structure is really interesting as you can skim all the content by just reading the headline between the paragraphs and you would understand what this is all about.
If you are interested you can read the whole thing but he structured to make the consumption easy on your brain.
One more thing about this specific ad the use of "Why" instead of "How" in the headline.
We see a lot of copywriters using "How".
"How to stay young till sixty"
"How to make money"
"How to generate more sales"
Not many people talk about "Why" and this removes a lot of resistance.
You should definitely try and test using "why" instead of "how" in your next copy.
And if you interested in copy structure checkout more of Eugene Schwartz
