It’s not always about the money…

 

I was blessed to know Gene Schwartz…and not just casually, either.

Gene was my friend, mentor and business partner…and I learned so
many lessons from him.

Those of you who don’t know who I am talking about, Eugene “Gene”
Schwartz was one of the most successful and prolific direct
response copywriters who ever lived.

His classic book, Breakthrough Advertising may be the most
important book ever written on copy and creative.

It was important enough for Marty (Edelston) and I to re-publish it
as a “Boardroom Book” when we saw a live bid on eBay for an
out-of-print copy at $950.

Actually, calling it a book about “copy and creative” does it a
disservice… it is the most timeless book ever written on human
behavior as well.

The fact that not one word has been changed from its 1966
version proves that point.

During the 1980’s, Gene wrote many of Boardroom’s most successful
direct mail packages–and he also wrote some of the biggest winners
for Rodale Books (publishers of more health books than anyone at
that time).

And here’s the kicker: Boardroom and Rodale never paid him a dime
for any of those landmark packages.

Here’s how that came to pass…

Gene had his own company called “Instant Improvement” which
published health books on many esoteric and eclectic topics which
were sold with some of the most famous direct mail packages
ever written.

Classic headlines included “How To Rub Your Stomach Away” and “The
Tao of Sexology.”

But I digress…

Instant Improvement was a small but mighty company…and Gene got
there because he understood that without being able to mail the
best lists of other health book buyers, he didn’t have a business.

His house list was quite small–while Boardroom and
Rodale had the most responsive and largest lists in the category of
health book buyers.

Since Boardroom and Rodale needed world class copy and Instant
Improvement needed world class lists, these three direct marketing
leaders comprised the most powerful group of allies since World War
II…(excuse the hyperbole…but it was a huge alliance).

Gene exchanged copy for names…even though he could have commanded
the highest fees of any copywriter at that time.

This amazing relationship led to millions of books sold and also a
much more efficient way to get the best health information
distributed to as many people as possible.

Boardroom and Rodale were able to mail millions of names using Gene
Schwartz controls for years…even after his death…and Gene was
able to mail millions of Boardroom and Rodale names “on exchange”
at an acceptable return on investment for his much smaller books…

But there was nothing “small” about Gene Schwartz…I never met a
man who played larger.

He traded his talent for the asset he needed most at the time…and
money was a by-product, not the starting point…

And that brings me to my quote for this week:

“Reciprocation is about you, then me, then you, then me…and be
the first to give service, information, concessions”

-Dr. Robert Cialdini

Understanding how to be a true partner with those you work with
leads to exponential growth and true business building…

…which beats a series of “revenue events” by a mile.

When I say that I was a close friend to Gene Schwartz, it makes me
proud; when I say I was his partner to help build three
multi-million dollar businesses, businesses that had as their
mission to disseminate the most useful and life-saving health
information to consumers, I know I made a real difference in the
world.

And of course this also means I’m just old…but as Marty used to
say, “I like getting old because now I know so much.”

Thank you, Gene, for being one of the wisest entrepreneurs I ever
met. And for writing my favorite book about human behavior (and
copywriting)…

Until next week…

Warmly,

Brian

P.S. All this talk about Gene Schwartz got me itching to tell you
about a live event I’m planning for September…you will be among
the first to hear all of the details…not quite there yet…

23 Comments

  • Nicholas

    Reply Reply January 20, 2016

    Brian,

    I’ve been searching for a copy of Breakthrough Advertising & during my search I learned that you might own the rights to sell it? Please, Brian, tell me this is true!

    Best wishes,

    Nicholas

    • Brian Kurtz

      Reply Reply January 23, 2016

      yes. 100% true nicholas.

      • Jason

        Reply Reply January 28, 2016

        Hi Brian, where can I purchase this book?

      • John Thomas

        Reply Reply January 30, 2016

        Any chance that Breakthrough Advertising will go back into print? I’m very much interested in (legally) getting a copy.

      • Shannon

        Reply Reply May 27, 2016

        How can i buy a copy please? 🙂

      • Eddie

        Reply Reply May 30, 2016

        Hi Brain, I would also like to purchased the book

  • Jared

    Reply Reply May 17, 2016

    Hi Brian,

    Is there any possible way to obtain this book in 2016?

    I keep dreaming of the day of getting my own copy that I can annotate…

    Thanks!

  • RayRay

    Reply Reply May 23, 2016

    I’m interested in purchasing a legit copy as well…

  • Tom

    Reply Reply May 27, 2016

    Hi Brian,

    I would love to purchase a copy of Breakthrough Advertising, please let me know if may procure one.

    Thanks!

    TOm

    • Dylan Marsh

      Reply Reply August 5, 2016

      any word?

    • Brian Kurtz

      Reply Reply August 8, 2016

      I just saw all these comments re: Breakthrough Advertising. Send me an e-mail at briankurtz1@gmail.com and I will send you ordering details. I have copies available.

  • Fabian

    Reply Reply June 12, 2016

    Hey Brian,

    While searching for the book “Breakthrough Advertising” I found that you have the rights to sell it.
    I would like to acquire a copy of that book legally.
    So, if you’re still selling this book I am interested in purchasing it.

    Thank you in advance

    Fabian

  • Mitch

    Reply Reply June 16, 2016

    Count me in as yet another who would love to purchase a copy from you

  • Julie

    Reply Reply July 20, 2016

    Hi, Brian,

    I would also love to know where to purchase a copy. Thank you!

  • Dylan Marsh

    Reply Reply August 5, 2016

    Hello Brian,

    I know I am not the first, nor the last, to ask you,
    How can I purchase a copy of Breakthrough Advertising from you?

    Thank you, and make it a Great Day!

    -Dylan

  • Dylan Marsh

    Reply Reply August 5, 2016

    Hello Brian,

    I know I am not the first, nor the last, to ask,
    How can I buy a copy of Breakthrough Advertising from you?

    thank you, and make it a Great Day!

    -Dylan

  • Michael

    Reply Reply August 5, 2016

    Hi Brian,

    I am interested in purchasing Breakthrough Advertising (like everyone else).

    Please let me know if I can purchase a copy?

    Many thanks!

    Michael

  • Douglas

    Reply Reply November 15, 2016

    Hello Brian,

    Like many above, I’m also extremely interested in purchasing a copy of Breakthrough Advertising.

    Ben Settle (I’m also on his Email Players list) directed me to you for this purpose as well.

    Please let me know how I can get a copy.

    Thanks!

    Doug

    • Brian Kurtz

      Reply Reply November 15, 2016

      Hi Douglas,

      Send me a private email at brian@briankurtz.me and I will send you the details…I am re-printing the book as I write this…and I will get you on a “back order list.” Thanks for your interest!

  • Mike

    Reply Reply April 17, 2017

    Brian,

    I just sent you an email requesting to be added to the backorder list for Breakthrough Advertising.

  • James

    Reply Reply July 17, 2017

    Hey Brian, I noticed that there is a copy being sold on Jet.com-

    https://jet.com/product/detail/c9e34464d770401bbc9cca68dc855a2c

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