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Breakthrough Advertising is a marketing classic written by Eugene Schwartz, a legendary copywriter who revolutionized the advertising industry in the 1960s. The book is a comprehensive guide to creating effective advertising campaigns that resonate with your target audience and drive sales.

Schwartz’s approach to advertising is based on the idea that successful campaigns are built on a deep understanding of the customer’s needs, desires, and fears. He emphasizes the importance of research and analysis in developing a marketing strategy, and provides practical advice on how to conduct market research, identify your target audience, and craft a compelling message that speaks directly to their needs.

The book is divided into three parts: The Market, The Message, and The Media. In the first part, Schwartz explains how to identify and analyze your target market, and how to use this information to create a marketing strategy that will resonate with your audience. In the second part, he provides a step-by-step guide to crafting a powerful message that will capture your audience’s attention and persuade them to take action. And in the third part, he discusses the various media channels available for promoting your message, and how to choose the right one for your campaign.

Throughout the book, Schwartz provides numerous examples of successful advertising campaigns, and breaks down the key elements that made them effective. He also provides practical exercises and worksheets to help readers apply his principles to their own marketing campaigns.

Overall, Breakthrough Advertising is a must-read for anyone involved in marketing or advertising. It provides a wealth of practical advice and insights that are just as relevant today as they were when the book was first published in 1966. Whether you’re a seasoned marketer or just starting out, this book will help you create campaigns that break through the clutter and connect with your audience on a deep, emotional level.

Contagious is a book written by Jonah Berger that explores the science behind why certain ideas, products, and behaviors become popular and spread like wildfire. Berger uses real-world examples and case studies to illustrate his points, and he breaks down the key factors that contribute to contagiousness: social currency, triggers, emotion, public, practical value, and stories.

One of the key takeaways from Contagious is that word-of-mouth is one of the most powerful marketing tools available. Berger explains that people are more likely to share things that make them look good or feel good, and that understanding the psychology behind why people share can help businesses and individuals create content that is more likely to go viral.

Another important concept in the book is the idea of triggers. Berger explains that certain cues or triggers can make people think of a product or idea at just the right time, increasing the likelihood that they will share it with others. For example, the phrase “Got Milk?” is a trigger that reminds people to buy milk, even if they weren’t thinking about it before.

Overall, Contagious is a fascinating read that provides valuable insights into the science of virality. Whether you’re a marketer looking to create a viral campaign or just someone who wants to understand why certain things become popular, this book is definitely worth checking out.