Why Breakthrough Advertising Is the Timeless Playbook for Winning Markets
How Eugene Schwartz’s masterpiece provides the foundation for marketing in an AI-driven world—now with a custom GPT to help you apply it.
Imagine having access to marketing secrets that have generated billions, now amplified by AI. I first encountered these powerful principles in Brian Kurtz’s Titans Mastermind during his immersive ‘Breakthrough Bootcamp’ on Eugene Schwartz’s Breakthrough Advertising.
It was a fantastic experience, covering the core drivers of human desire—principles that remain remarkably relevant today. Breakthrough Advertising isn’t just a book; it’s a marketing bible passed down through generations of marketers, its timeless value reflected in its hefty price tag.
Why? Because Schwartz understood a key principle of marketing:
People don’t buy products—they fulfill desires.
His genius lay in uncovering the hidden wants and needs of audiences and crafting messages so precise they couldn’t help but convert. Today, these principles are more relevant than ever.
Markets are noisier, competition is fiercer, and attention spans are shorter. This makes applying Schwartz’s principles even more crucial for cutting through the noise.
Schwartz’s principles endure because they tap into the unchanging nature of human desire. He identified key drivers like the desire for health, wealth, status, and security.
But while Schwartz relied on intuition and research, AI now allows us to analyze millions of data points—from social media conversations to search trends—to uncover those same desires at scale and with unprecedented speed.
This means we can identify exactly what our audience craves, faster and more accurately than ever before.
Why Breakthrough Advertising Is Perfect for the AI Era
Here’s how AI supercharges Schwartz’s core ideas:
Mass Desire Meets AI
Schwartz meticulously studied human behavior to understand desires. AI now allows us to analyze millions of data points—from social media conversations to search trends—to uncover those same desires at scale and with unprecedented speed.
Example: Social listening tools like Brandwatch can uncover emotional triggers driving your market, from “I want to feel confident” to “I need more control over my finances.”
Sophistication Made Simple
Schwartz taught us to adapt messages to market awareness. AI tools like sentiment analysis or A/B testing platforms make it easy to determine whether your audience craves bold promises or nuanced mechanisms, quickly identifying where your market is on the sophistication scale.
Example: AI-driven feedback from ad platforms can tell you if your audience is ready for “Lose 10 Pounds in 2 Weeks” or if they need a more sophisticated pitch, like “Revolutionize Your Metabolism.”
Headlines Crafted with Precision
Schwartz believed every headline was a test. AI tools like Jasper or ChatGPT let you brainstorm and refine dozens of variations in minutes, then A/B test them to find the highest performers.
Example: “Who Else Wants to Master AI in 30 Days?” vs. “Transform Your Skills with AI—Fast.” A/B testing reveals the winner.
Schwartz laid the groundwork. AI lets us apply his principles at scale and with greater precision.
How to Start Using the Breakthrough Marketing GPT
I designed a custom GPT to complement the series, guiding you as you apply Schwartz’s principles. Here’s how to get started:
1. Uncover Mass Desires (Article 1):
Use the GPT to identify the deep-seated wants driving your audience and align them with your product.
2. Assess Market Sophistication (Article 2):
Find out where your audience stands on Schwartz’s five stages of sophistication and tailor your messaging accordingly.
3. Write Headlines That Convert (Article 3):
Generate dozens of Schwartz-inspired headlines in seconds, and refine them to fit your audience perfectly.
Access the GPT Here: [Breakthrough Marketing GPT]
What to Expect in This Series
What to Expect in This Series
This week, we’ll break down Schwartz’s most powerful ideas and show you how to pair them with AI to craft campaigns that convert.
Article 1: Mass Desire—How AI Helps You Harness What Your Market Already Craves
Discover why understanding existing desires is the key to every successful ad and how AI tools can uncover and amplify them.
Article 2: Sophistication—How to Match Your Message to Your Market’s Awareness
Learn how to assess your market’s level of sophistication and craft messaging that resonates, using both Schwartz’s framework and AI-driven insights.
Article 3: Headlines—Using AI to Craft Attention-Grabbing Copy Schwartz Would Love
Master Schwartz’s headline techniques, supercharged by AI, to grab attention and drive action.
Access the Breakthrough Marketing GPT here.