WORDS AND ADS ARE LIKE THE WINDOWS IN A STORE - Eugene Schwartz

Описание: Get ready for a fascinating chat with Eugene Schwartz as he explores the art of advertising.

In this engaging video, Schwartz talks about how important it is for advertising to be crystal clear.

"Words and advertising are like the windows in a store. You must be able to look through them and see the product. If you see the window, it's dirty. And you're gonna see yourself. Or you are gonna see this other mirror. You're not going to see the product. And you're gonna lose. Copy should never call attention to itself. You should never know that you are reading sentences, and words should never pronounce themselves.

What you want people to see is the visual visceral image of what the words are conveying. That's how it works."

He compares words and ads to store windows - if they're dirty, you won't see the product properly. Using the example of an ad titled "Sneaky Little Arthritis Tricks," he explains why certain words, like "sneaky," resonate deeply with people who understand the pain of arthritis.

Schwartz emphasizes that good advertising doesn't draw attention to itself; instead, it should seamlessly convey the message and image of the product. Join us to learn more about crafting compelling ads that truly connect with your audience.

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