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Essential Copywriting Lessons: “Gradualization” – Thanks to Eugene M. Schwartz
Posted in Category, Conversions, CopywritingMost copywriters make the mistake of starting their ads with claims, promises and larger than life benefits. This is an honest mistake made by novice copywriters and entrepreneurs. But there is a fundamental problem with this approach…
Claims, promises, and benefits need a foundation of trust
if you don’t want your prospect resisting your offer because of skeptism.
The concept of ‘Gradualization’ was coined by Eugene M. Schwartz, the author of the book Breakthrough Advertising and a legend of copywriting and advertising. This book is one of the required books of study for all copywriters in the Dragon Guild. This post will be a summary and commentary of Eugene Schwartz’s chapter on Gradualization, which he calls ‘The Third Technique of Breakthrough Copy’.