A Breakthrough Review of Breakthrough Advertising by Eugene Schwartz

By Wayne Weiner, D.Ed.

If there’s a Mount Rushmore of marketing minds, Eugene Schwartz would have his face carved on it. His classic book Breakthrough Advertising isn’t just a “how-to” on selling products — it’s a masterclass in understanding human desire. First published in 1966, the ideas in this book remain remarkably timeless. As I turned each page, I found myself nodding — not just because Schwartz was right then, but because he’s still right now.

Key Takeaways from Schwartz’s Masterwork

You Don’t Create Desire — You Channel It
Schwartz reminds us that great advertising doesn’t manufacture need; it taps into what already exists in the human heart. People have hopes, fears, ambitions, and insecurities — your message should ride that current, not try to build a dam.
Application: Before crafting a campaign, ask, “What does my audience already want deeply?” Then build your message as a bridge.

Understand the Five Levels of Awareness

Most aware: People who already know your product.

Product aware: People who know what you offer but not why it’s best.