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Eugene Schwartz · Breakthrough Advertising · Copywriting
The Copywriter Who Refused to Sell You Anything
A curated collection of ten enduring quotes drawn from Eugene Schwartz's 1966 classic Breakthrough Advertising, each paired with a practical marketing lesson. The article distills Schwartz's central philosophy that copy cannot manufacture desire but only channel the hopes, dreams, and fears already living in the hearts of millions. The quotes span headlines, urgency, believability, and the idea that great advertising makes people want to buy rather than forcing them to. The book, long called the 'Bible of Direct Response Marketing,' is now published by Brian Kurtz through Titans Marketing.
eugene-schwartz · breakthrough-advertisingRead →
Founder · Author · Creator
Eddie Shleyner
Eddie Shleyner is a conversion copywriter and the founder of VeryGoodCopy, a newsletter of short 'micro-lessons' on writing, persuasion, and creativity read by millions of people a year. A former Copy Chief at the software-review company G2, he turned a private Google Doc of notes-to-self into one of the most-followed copywriting brands on the internet, a HackerNoon 'Email Newsletter of the Year,' and a 2024 book collecting 207 of his lessons. He works and lives in Chicago.
copywriting · verygoodcopyRead →
Creator · Author · Founder
George Ten
George Ten is a copywriter, educator, and strategist known online as @GrammarHippy. He invented the 'CopyThinking' philosophy — the contrarian belief that great copy is 90% strategic thinking and 10% actual writing. With 11 years in marketing, he has helped build 8-figure info-product funnels, sold over 500,000 products online, and spent $10M+ profitably on Facebook ads. He teaches thousands of entrepreneurs on X/Twitter and through his courses and community.
copywriting · copythinkingRead →
Author · Founder · Creator
Roger Dooley
Roger Dooley is a neuromarketing pioneer, bestselling author of Brainfluence and Friction, and host of the long-running Brainfluence podcast. A Carnegie Mellon engineer turned behavioral scientist, he co-founded College Confidential before devoting himself to decoding the subconscious drivers of customer decisions. His work sits at the intersection of brain science, AI, and practical marketing — helping businesses eliminate friction, build loyalty, and persuade smarter.
neuromarketing · behavioral-scienceRead →