[Breakthrough Advertising] The Heart of Copywriting

Schwartz and other copywriters immersed themselves in our culture, recommending that you get subscriptions to the most popular magazines, and you buy and read the blockbuster books, and you see all the most popular movies several times.
All to help you spot the mass desires where they occur. Where those migrated from a private want into a mass desire that drives the markets.
The first half of Breakthrough Advertising is devoted to the headline. The second half is devoted to the rest of the copy. And a single chapter named “The Final Touches” (which should have been elevated to a Part on its own) is how to put everything together and make it work...
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