Brian Kurtz – Breakthrough Advertising Mastery

Breakthrough Advertising Mastery: Implementation Guide

Okay, here’s a detailed briefing document based on the provided source, “Excerpts from ‘Order Breakthrough Advertising Mastery – Breakthrough Advertising'”:

Briefing Document: Breakthrough Advertising Mastery

1. Overview:

This document reviews the marketing material for “Breakthrough Advertising Mastery,” a companion implementation guide for the classic marketing book “Breakthrough Advertising” by Eugene Schwartz. The marketing copy focuses heavily on the perceived difficulty of implementing the original book’s concepts and positions “Breakthrough Advertising Mastery” as the solution to this challenge. It promises a step-by-step approach with exercises, worksheets, and resources to help readers unlock the power of Schwartz’s methods.

2. Main Themes and Key Ideas:

• The Power of “Breakthrough Advertising”: The core idea is the transformative potential of the original “Breakthrough Advertising” book. The promotional material suggests the book is not just about advertising, but about “opening whole new markets” and achieving financial success. As Gene Schwartz himself put it: “There is a way to develop an entirely new market for a new or an old product. That way involves a certain number of clearly defined steps. And in this book I show you every single one of those steps.” The marketing materials emphasize that this book has a process that has been used to create success for over 50 years.
• “Breakthrough Advertising” is Dense and Difficult: The primary problem the Mastery product aims to solve is the perceived complexity and density of the original “Breakthrough Advertising.” The text acknowledges that the book is “an extremely dense read” and requires focused attention. It implies that simply reading the book is not enough; implementation is key. As they state, “All the amazing promises of Breakthrough Advertising are 100% true. But to make these promises a reality, you have to implement what you learn…”
• “Breakthrough Advertising Mastery” as the Solution: The marketing materials position the Mastery product as the solution to the implementation challenge. It’s described as an “instruction manual,” a “treasure map,” and a “companion implementation guide” designed to make the concepts easier to understand and apply. They state that they wanted to create a product that was for readers who have limited attention, and they’ve created “Breakthrough Advertising Mastery” to fill that need.
• Emphasis on Practical Implementation: The product focuses on practical application rather than just theoretical understanding. The materials promise “how-to exercises,” “time-saving worksheets and templates,” and training videos designed to build “Marketing Muscle Memory.” The emphasis is on doing rather than just reading and thinking. They even say that the exercises will help the user to get to a point where they can “flip the switch and leverage what you’ve embraced and ingrained.”
• Building “Marketing Muscle Memory”: The product heavily emphasizes building a natural, ingrained understanding of the process. It suggests that with practice, the principles of “Breakthrough Advertising” can become “second nature,” eliminating “writer’s block” and enabling effortless creation of promotions.
• Organization and Reference: “Breakthrough Advertising Mastery” is presented as a tool for organization and easy reference. It provides summaries of each chapter of the original book, space for taking notes, and a central repository for ideas. It also acts as a way to see all the ads mentioned in the original book by page number. The text says that this reference will make this book the user’s “secret weapon”.
• Value and Guarantee: The product is positioned as a long-term investment with ongoing value and lifetime access to training videos. There’s a 90 day guarantee. The material states that if the user doesn’t make back their investment, the team will help them implement the concepts until they have a breakthrough. This aims to reduce buyer hesitation by emphasizing the guaranteed usefulness of the product.

3. Key Facts and Features:

• Comprehensive Resource: The Mastery product is over 500 pages long, and comes in a digital format.
• “How-To” Exercises: Each chapter of the original book is paired with specific exercises to reinforce the concepts and build the user’s marketing abilities.
• Worksheets and Templates: Ready-to-use worksheets and templates are provided to facilitate practical application and avoid the need to start from scratch.
• Chapter Summaries: Each chapter from the original book is neatly summarized with a clear breakdown of what the user should know, why it’s important, and how it can be used.
• Note-Taking Space: The product includes ample space for note-taking, allowing users to organize their thoughts and ideas.
• Training Videos: A private library of current and future training videos is included, offering visual instruction and practical demonstrations.
• Original Ads: The product provides full-color reproductions of almost all of the original ads referenced in “Breakthrough Advertising,” organized by page number and included with a cross-reference. This includes various versions of the same ads to see the changes that were made over time.
• Immediate Delivery: Digital access to the product and its resources is granted immediately upon purchase.
• 90 Day Guarantee: The product is backed by a 90-day guarantee, with a promise of personalized assistance until the user experiences a breakthrough.

4. Quotes from the Source:

• “Breakthrough Advertising is an extremely dense read.”
• “There is a way to develop an entirely new market for a new or an old product. That way involves a certain number of clearly defined steps. And in this book I show you every single one of those steps.”
• “All the amazing promises of Breakthrough Advertising are 100% true. But to make these promises a reality, you have to implement what you learn…”
• “Are the sentences contained in the pages that follow actually that powerful? Can they change the fortunes of men so radically? Are they far more universally adaptable than I had first thought…so they are no longer about advertising products, but literally about opening whole new markets for them?”
• “If you want to internalize the concepts taught in Breakthrough Advertising so they become second nature, you have to practice them.”
• “You will use these worksheets for the rest of your career.”
• “It WILL become your secret weapon.”

5. Conclusion:

“Breakthrough Advertising Mastery” is presented as a necessary companion to the original “Breakthrough Advertising,” designed to make the book’s powerful but complex principles more accessible and actionable. The marketing materials strongly emphasize the need for implementation and offer a variety of tools to facilitate this. The combination of exercises, templates, training videos, and organized content, coupled with a satisfaction guarantee, aims to make the product a valuable investment for anyone seeking to master the art of persuasive marketing.

Introducing Breakthrough Advertising Mastery

The First Ever Implementation Guide for Breakthrough Advertising

Breakthrough Advertising Mastery is a one of a kind resource that will serve as your treasure map to the world of opportunity that Gene opened up for us all.

It will show you step by step how to implement the game-changing ideas and concepts found in Breakthrough Advertising.

It will be your companion, at your side, guiding you through every page.

Breakthrough Advertising Mastery will walk you through the key strategies found in each chapter of Breakthrough Advertising with never-before-released exercises, training videos and worksheets that demonstrate how to effectively implement what you learn.

Over 500 pages!

Inside Breakthrough Advertising Mastery you’ll find:

“How To” Exercises that build your “Marketing Muscle Memory”