Tag Archives: Eugene Schwartz

Make Your Copy More Believable – Gradualize Your Claims

In Breakthrough Advertising, Eugene Schwartz codified a system for making your copy more believable. He called it Gradualization and the basic gist of it is… You take a bold claim that’s hard to accept upfront – then unpack it into a series of smaller, more easily accepted beliefs, concluding your point with the same bold claim…

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Interview with Glenn Fisher at All Good Copy

Here’s a link to a fun interview with British copywriter Glenn Fisher from All Good Copy: We covered a lot of ground in a pretty quick read: Eugene Schwartz and my favorite parts of Breakthrough Advertising; My first copywriting and advertising mentor; Some simple tips that never fail to make your copy more compelling …to…

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