This 60-Year-Old Sales Letter Beats 99% of Copy Today (Eugene Schwartz - Copywriting Breakdown)

Welcome. So today I am going to be breaking down this sales letter. So this is going to be a full psychological breakdown on this classic masterclass sales letter written in 1967 by the legendary copywriter Eugene Schwarz. So yeah, if you want to become more confident in your writing abilities, then not only do you need to be writing every single day, you need to be reading professional copy like like the classics because the more you the more professional copy you consume, the more you will digest and you will start to learn the language of copyrightiting because copyrightiting is like learning a new language. every sentence, every word on the page is is put there with intention. You know that there's there's not a single sentence or word that is put there just for the sake of being there. Every single sentence is done with intention and it's done specifically to ignite the necessary emotions needed for the reader to to feel that sense of need and desire for the product. So once you read enough copy, you will start to read between the lines and you will start to know exactly what the copywriter is doing, right? And once you know the tactics, once you know the secret strategies, then your writing is going to level up massively, right? On top of that, so yeah, you need to be reading professional copy and that's exactly what we are going to do today in this video. So let's read this headline from Eugene Schwartz. So in this sales letter, he is selling a book, a get-rich book. And that's all we need to know, a get-rich book. So the target audience, people people who want to make more money in in its most simplest terms. So do you have the courage to earn half a million dollars a year? This is a private advertisement. It is meant for the mo the tremendously ambitious man only. Yeah, this is a direct call out to the target audience and it's a selfidentity play. Do you have the courage to earn half a million dollars a year? Right? It's a very personal question. So before I go any further, let me just let's let's just talk about the target audience. So, in its most simplest terms, they want to buy a get-rich book because they want to find a way to make more money, right? They want to make more money. So, the question is why do they want to make more more money, right? We need to understand that in order to sell to them properly. Why do they want to make more money? Well, there could be well there probably is millions or or thousands of different reasons for every individual person out of a 100,000 people. There are probably millions of different reasons why someone would want to be rich, right? And it comes with it just comes down to individual circumstance, right? Someone could be uh hating their life because they hate their boss and the 9-to-f5 is is drowning them and they just want to find a new solution, a new way they can start making money so that they can leave that job and and enjoy autonomy, right? Or someone might be uh struggling to pay rent, you know, someone might have to uh he's he's trying to pay rent for his grandmother, right, for the care home because he doesn't want his grandmother moving back to his house. Um that was kind of dark. I don't know why I said that. But yeah, no, everyone has these individual circumstances as to why they would want these really painful individual circumstances as to why someone would want to make money, right? But with all the individual circumstances, it comes down to one basic reason as to why they want to make more money because they are currently they they hate their current state. That's it. They're in a painful state and they want to find uh a new way to make more money to escape their job or whatever whatever individual circumstance they are experiencing. But yeah, they hate their current state and if they find a way to make new find a new way to make money, then they will be able to enter their dream state. And that is what we need to sell to them. This is the target audience. They're desperately looking for a new solution, a new way out, the answer to their prayer, right? Because perhaps they've been they've tried most solutions out there and nothing has worked out yet. So by conveying to the target audience that we have a new way, a new solution, a new method to make money, then this will instill a sense of hope, right? And that's what Eugene Schwartz is going to do here. So, so with this headline, Eugene says that this is a private advertisement, right? So this is going to ignite the new emotion because the information inside this is private secret confidential information that they've never seen before and they understand that they can only get this private information from this sales letter nowhere else. So this forces the readers to continue reading this sales letter and nothing else. And that's brilliant because that will maintain full reader capacity. You're not scaring anyone away. You're keeping full reader capacity because now they have to stick to this landing page because there is some new information that they've never seen before that they can only get from this sales letter. And this new information might potentially be the new solution to their prayers. You know, the the new solution that they've been looking for. Finally, this might be the the holy grail which is going to allow them to escape their current state and allow them to enter their dream state. So now they are curious. Okay, this is a private advertisement. It is meant for the tremendously ambitious man only. So again another selfidentity play just like the eyebrow headline. Do you have the courage to earn half a million dollars a year? So this is a very personal question and this directly calls out the target audience uh the specific kind of people who are in a bad place at the moment. They hate their life at the moment and but they have a small sense of belief in themselves you know some sense they have they have an ego right they have some sort of an ego and they genuinely genuinely believe that there there is a new solution out there there is a new way there's a way in which they can they can uh escape their current state just they just have to wait and they're probably not being patient about it they're probably quite frustrated right now so any opportunity that comes up, they they will be invested, right? So, if they see this headline, do you have the courage to earn half a million dollars dollars a year? This is going to speak to them directly into their soul. Yes, I do. You know, currently I'm making 25 grand a year. I should be making more. I should be making half a million dollars a year. I'm smart enough for that. I know that. And now you have them invested. It's al they they're also ambitious. This is only for the this is only for the ambitious man. So again it's another identity identity pay. It's a kind of an ego trap because if they stop reading now uh then that they are basically telling themselves that they are not ambitious and they don't have the courage to earn half a million dollars a year and they just can't do that. They won't do that. Some of them will. Some of them will, but most of them probably won't. Especially the ones who are desperately looking for a new solution, a new way out, right? They are desperate and they are going to take any opportunity they can get and they do believe in themselves. They have the reason they feel angry about their current state is because they believe they should be in a better place. They should be making more money. They should be working a better job. you know, they they have self-worth and that's why they they are currently hating uh their life they're living right now because they don't think they're living up to their full potential. That's the reason they are angry right now and frustrated because they have that ego. So, this speaks to them directly because they genuinely believe that they have the ambition, the IQ, whatever. They have the they have what it takes. They have what it takes to become successful and to earn half a million dollars dollars a year and they are ambitious. So this applies to them and they will continue reading because if they stop right now then they will feel guilty and that's that's going to hurt the ego and they can't they they won't let that happen. So they will continue reading the copy. Okay, that's enough. That's I've been talking about this headline for about I don't even know how long but we will we will continue. So it is meant for the kind of man who has first of all the restless desire to earn more money in a single year than most his friends will earn in in their entire lifetime. So again it's feeding their ego right? They believe that they're better than most people. Deep down they do, right? Everyone they they have that ego. If this headline spoke to them directly, do you have the courage to earn half a million dollars a year? The people that will continue reading after reading that headline, they obviously have a high ego and it's not a bad thing obviously, but they have a high ego. So they read this, this is the kind, this is for the kind of man who who can earn more than his friends. Then they will tell themselves, "Yes, of course I can." This is another ego trap. And this forces them to continue reading the copy. It is meant for the kind of man, secondly, who has enough armor left in himself to be able to take home 40 to 50 grand a month once he has been shown the techniques of making this kind of money. So this is going to ignite the big emotion. This is a huge sum of money, 40 to 50 grand a month. So therefore this is a big opportunity and this is going to increase the perceived value of this product and when the value is increased the intrigue and desire and need for the product is going to increase because the higher the value something is we naturally perceive that as something desirable right and we want to have it. This is 40 50 grand a month. This is a big claim, right? This is also a big claim that potentially a reader, one of the readers can start making 40 to 50k a month from the information inside from the new private information inside this book. So, it's a big claim and this is going to keep them invested and intrigued. You need to be making claims in your copy. You need to make promises. Don't go over the top with it, you know. Don't say you you can become B, you know, Batman or whatever. Just make realistic enough claims, not too basic, not too simple, but make realistic enough claims that is going to at least raise some intrigue. And it doesn't matter if they call [ __ ] It doesn't matter if they start feeling skeptical after your claim. You know, some people may view that as a negative, but it's actually quite the opposite. It's the it's a positive because if they are calling BS to your claim, you know, someone some of the readers might say, "Bullshit. How can the information inside this book uh teach me how to make 40 grand to 50 grand a month? What is this?" Even when they are in that kind of emotional state, they will still continue to read the copy because they want you to prove them wrong. Because this is a huge opportunity. And if it's true, if it's true, then it could potentially change their lives, right? So even though they might be calling [ __ ] doesn't matter because they will continue to read to find out if this is legit, if the copyriter can back up the claim with some credibility, with some proof. So it's okay to make claims, unrealistic claims. So let's continue. And finally, it is meant only for the man who is willing to make the sacrifices that this kind of income demands. Who is willing to take the mannered, cautious, time-honored paths that he has been accustomed to follow in his limited gains. Some of the sharpest minds in the in the country for prizes beyond the imagination of ordinary men. So it's fine. It's it's for the man who's willing to make sacrifices. So another identity play and it's kind of uh like a challenge challenge to the ego you know are you willing to make the sacrifices most of the ambitious aspiring entrepreneurs or the most the desperate the desperate ambitious people who want to make find a new way to make more money they will tell themselves this is for me I'm no ordinary man I'm destined for greatness So that's what they will tell themselves and they will continue to read the copy. So and above all who is willing to accept the responsibility for other men's futures, the loneliness that surrounds the person in command, the envy and hostility that will plague him for the rest of his life. So Eugene's thoughts is making it sound less appealing than I thought he would in this paragraph. That's quite funny. I've never seen a copyriter do that. Try and make it sound like some sort of hell, you know. Uh that's quite funny. I think this is this is like a kind of reverse psychology. Uh Eugene's thoughts is making it sound like a heroic journey. You know, this is this is a heroic journey that only you can handle, right? Because you have such a high ego. You have such a high sense of self-worth and selfobsession that you think you should be making more money right now. You should you think you should be living a better life. I know that right now because you are still reading this copy. So I am going to put it to the test and but I'll put you to the test and let's see if you are willing to accept that this is a hard uh journey that only the ambitious men will be able to handle. So he might scare a few people away actually with this. He might do but I would say quite a lot of people will stay because they will tell themselves with their high sense of selfworth and high ego and kind of delusion maybe that yeah okay I am willing to take the risk so this is a hero's journey that not many men are capable of achieving only you right so they will stick to reading this copy and they will trust uh the copyriter a lot more or the product a lot more because you know what kind of copyriter says this he's being completely honest telling you that this is not fairy land you know this ain't going to be easy and by telling the read the readers that in a weird way that is going to gain a sense of trust because you are being completely honest a sense of trust and credibility Right. All right. Let's continue. To make gigantic sums of money, you throw out all the rules that small safe men live by. So, yeah, I'm not a small safe individual. You know, I'm an ambitious, courageous man. I don't play it safe and I don't play by the rules even though I'm stuck in a job I hate. But right now, this can potentially help me. So I'm so I am invested and I will continue to read this. So what what we are selling on this page book is a book on this page is a book about making fabulous sums of money. So you can make fabulous sums of money. So that is another claim another promise. You can make money with the information inside this book. It is possibly the most unusual how-to book ever written. First, because it distills a lifetime of wisdom from one of America's most distinguished and successful finances. And second, because it reveals to our knowledge for the first time between the covers of a single book, the almost completely unknown techniques of the super money makers, the men who take home 500,000 or a million or $5 million a year. So this is going to display some credibility and authority, super money makers. So you're going to get be receiving techniques from the super money makers who make millions of dollars a year. So displaying a sense of credibility and installing a sense of trust, we can trust the information inside this book. Also, it is completely they are completely unknown techniques. So again, he's igniting that new emotion. This is new information that you've never seen before. You've never seen it before. So this new information could potentially be the the savior, the answer to your prayers, a new solution to your prayers, which is going to allow you allow you to start making money. You've tried every other solution out there and nothing has worked out yet. And I know you are a courageous, ambitious individual. So if you put your mind to anything, you can do it. So if there's any new solution out there, you know, you need to try it because you have a higher chance of achieving that because you are a smart, capable individual. So this is a new solution that you can only get from this sales letter. So stick to reading this sales letter because you can't get it anywhere else. So don't go anywhere. Stick to this landing page and that will maintain full of capacity. So yeah, unknown techniques, new information, a new solution. The most unusual how-to book ever. The the most unusual how-to book ever written. So again, you can only get it from this sales letter. It's unusual. It's different. It's unique. Okay, I am back in the morning. My laptop died last night when I was recording this video at 3:00 a.m. So, you know, I thought it would I thought it would be best to just record the rest of this sales letter the next day with a fresh mind. And uh yeah, let's get into it. So, let me emphasize right here that you do not need this money to make these techniques. The next page tells you if you do have what it takes, even to listen to $500 to $1,000 of earnings a piece. Okay. So, you do not need the kind of money that these millionaires have to make money with these unknown techniques, right? So, technically you don't you don't have to invest thousands of pound thousands of dollars of your hardearned money. So, it's safe. This is going to ignite the safe emotion. It is safe and there's no risk which is going to raise that intrigue. Right? You now they feel comfortable. Here is a brief description of all six of them. See if you want to live out the kind of adventure they open up to you. So, here's an open loop, right? See if you want to live out the kind of adventure they open up to you. Very intriguing for the target audience and they will continue to read. So, opportunity radar. These big money manipulators create opportunities out of thin air. They see money-making potential in situations that ordinary people are are getting too excited over. This lets them pick up tremendous bargains while other people other people sell at a loss uh all all at exactly the wrong time. This guide gives you the simple techniques that that spotlight these hidden values that other men write out that other men write out of the financial pages like wheat from chaff. All right. Once you learn them, you will never read your daily paper again without an electric sense of opportunity. Okay. So, what the copyriter is saying here, what Eugene is saying here is he's amplifying the pain, right? He's amplifying that pain of being an ordinary citizen, an ordinary civilian, and you don't have access to the to the information that these big money manipulators have, right? because they can turn money or or or create opportunities out of thin air, right? And we can't do that. The average civilian can't do that because we don't have access to the information. So, this enforces the need for this book for the readers. Now they need this book because they they need to find out these secret unknown techniques which is going to give them that advantage and um they don't want to be left behind and they don't want to be with the crowd of people that sell at a loss just because they don't have the information. They want to find out this valuable information which is going to allow them to be part of this select group of people, the big money manipulators instead of being the average civilian who always sells at a loss. So amplifying that pain and the need for this product and this guide gives you simple techniques that spotlight these hidden values that other men uh don't see essentially right so this is simple these are simple techniques so it's easy therefore anybody can do it right once you learn from them you will never read your daily paper again without an electric sense of opportunity So, this is going to ignite the big emotion. This is life-changing stuff. You'll never be the same again. You'll never be the average civilian who sells at a loss ever again. You will now enter your dream state and you'll be part of the group selected people who have access to the secret information which allows them to make a bunch of money. Very intriguing. Stop using your own money. Know how not capital. The real the key to real profit making. These smart money men never let an opportunity slip by simply because they don't have enough of their own cash available to use it up. Okay, interesting. This guide gives you the techniques they use to add up $100 or $500 to every $1 of their own. How to create credits before you ask for it. How to take money you borrow at 2% to 4% and bring it in from 36% to 60% on it in a few short months. So this is promising fast results, right? And these are big results, right? 36% to 60% in a few short months. big claims and promises again being made which is going to increase that that curiosity and that need for the product because this is life-changing stuff. This could potentially allow the readers to escape their 9 to5 right or whatever their individual experiences. So these techniques give you the control of vast profit-making machinery uh overnight with other people taking most of the risk. It opens up the door to situations after situations where you receive money you earn and a yearly profit in excess of your own capital. So it's very useful very useful for the readers, right? Gives you control. We want control and opens doors to situations where you where you where you receive money you earn and the yearly profit in access of your own capital capital. So it's very useful and this is the dream state, right? They want to be able to do this. Okay, I'm going to make my way over to the CTA, a call to action. Okay, don't risk disappointment today. Send for your copy today. All six fortune building steps, including dozens of almost completely unknown techniques. Unknown, it's new information that do not have room to detail here are yours. How to increase your money-making power. It is now available to you through this advertisement only. So, you can only get it through this sales letter without risking a scent. So, it's safe. There's no risk. The choice is up to you. You can continue to make 5,000 to 10,000 even 50,000 a year the old hard way as you're doing as you are doing now. Or you can make more money faster and easier by using these proven tested techniques in the very in the very next months you can. So you can either continue living your current painful state or you can transition into your dream state very fast and very easily with this book essentially. And these are proven tested strategies. So there's some credibility, right? These money makers, these million millionaire money makers, they use the strategies inside this book to earn a profit. And therefore, we can trust the information inside because there's social proof and there's credibility. It costs you nothing to prove this to yourself. Okay. Okay. And here is where they had to sign their name and address. Gentlemen, yes. I want to read How to increase your money making power entirely at your risk. I am enclosing only $5 complete. I will use this book for 10 days at your risk. If I am not delighted, I will return it for my money back. So, it's only $5 and if the book doesn't work for you, if you don't like the book, you can re refund it in 10 days. So this is completely safe and there's no risk. So most of the readers will have enough confidence in this product to start typing up or start writing up uh writing uh their name and and address and yeah sending the check away and buying this product which is quite amazing because the thought of people doing that now you know can't imagine it you know so all right so that is it for this sales letter breakdown if you enjoyed please leave a like and Stay tuned for more landing page/ salesletter breakdowns. So, I hope you have a good day and I'll see you soon. Bye-bye.