Tag Archives: Gradualization

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…

Continue Reading →