The Copywriting Principle Gene Schwartz Left in the Shadows
These notes come from David Garfinkel’s copywriting podcast and revolve around a remark credited to Eugene M. Schwartz that never made it into Breakthrough Advertising: “Copy is not written, copy is assembled.” Schwartz is said to have expressed the thought in a Rodale speech, a Phillips Publishing talk, or some other obscure interview. A transcript of the Phillips Publishing speech has now been found, although the precise origin is still unclear.
Garfinkel’s Take on the Assembly Method
Garfinkel likens the assembly of copy to fitting together a jigsaw puzzle or stacking building blocks. The job unfolds in stages, with every piece readied before the whole is joined together.
Pieces to Prepare Up Front
- Headlines
- Bullet points
- Stories
- Testimonials
- The offer
- The guarantee
That list is merely a beginning. Plenty of writers maintain notebooks or digital files that hold each of these components. You first assemble an outline of the pieces, then assemble the finished pieces into the full sales letter.
Writer’s Block Issues the Assembly Approach Resolves
- Not knowing what to write
- Not knowing how to write it
Where to Find Material for Your Copy
This presumes you already know what you are selling, who your avatar is, and which stage of the sales process the copy must handle — generating a lead, closing a cold lead, closing a warm lead, or upselling another promotion. From that point, you pull from three sources.
1. Material Drawn From Memory
Study effective copy, infomercials, and ads. Spend time within your market and learn how people feel and have felt. Over time you absorb much of it, and memory takes over.
2. Material From Swipe Files
Never plagiarise. Rather, adapt and modify ideas, and study the structure and ingredients of copy.
3. Your Own Research and Groundwork
Examine the product thoroughly and write down every detail: the facts, the benefits, the advantages, and any testimonials.
Assemble each component, then assemble all the components together. The process is fractal — build the parts, then build the whole letter from the finished parts. As the saying goes, “How do you eat an elephant? One bite at a time.”
Meet David Garfinkel
David Garfinkel is a seasoned copywriter and a legend in the field. Check out his show, the Copywriter’s Podcast.
Visit the PodcastContinue Reading
Up next: Webinar Blueprint notes from Jason Fladlien and Russell Brunson, along with an unusual and highly profitable webinar business model. Earlier post: Perry Marshall’s Wisdom Part 1 — my notes and collection.
Next Post Previous Post Resource LinkThe Boring Stuff
We take part in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for us to earn fees by linking to Amazon.com and affiliated sites. This website exists strictly for 1) entertainment and 2) sharing the author’s opinions. Statements on and within this website have not been reviewed or evaluated by the Food and Drug Administration. The products, supplements, and services mentioned here are not intended to diagnose, treat, cure, alleviate, or prevent any disease. All content is the opinion of the authors, who do not claim to be medical professionals offering medical advice, nor financial professionals offering financial advice. Although efforts are made to keep medical, financial, and health information updated, the authors cannot guarantee that the website reflects the most current research. Consult your doctor or another qualified health care professional before starting any dietary supplement, exercise, or mental health program. Use common sense before doing anything you believe might have a lasting impact. All trademarks, logos, brand names, and service marks displayed are the registered or unregistered trademarks of their respective owners. Results are not typical. Nothing on this site or in our email newsletter is intended to guarantee income or future results for you or anyone you know, nor do we imply you can achieve our results, since most people are average consumers who do little with what they buy. Your results will vary and depend on many factors. Trust very little and verify everything. Your finances and health are your responsibility.
Terms & Conditions Home AboutThe assembly mindset turns a daunting sales letter into a series of manageable tasks. By gathering headlines, bullets, stories, testimonials, the offer, and the guarantee ahead of time, you always have raw material ready when you sit down to write. That preparation is what lets the finished letter come together piece by piece instead of all at once.