Eugene Schwartz’s 8+ Tips for Writing Copy That Sells

You’re staring at a blank screen, your site is live, but no one’s clicking “buy.”

Sound familiar? That was me 15 years ago. I could code like a wizard, but marketing? Total disaster. Then I came across a book that flipped my world upside down. It’s still on my desk, dog-eared and loved, one of my top three reads ever.

What’s its secret? Eugene Schwartz, the guy who wrote ads that sold millions, packed it with eight copywriting tricks and a hidden framework that’ll turn your clicks into cash.

Ready to steal his genius and grow your business?

Let’s dive in, but first, how did a database nerd like me crack marketing?

From Databases to Dollars

Before I built websites, I was neck-deep in the insurance industry, crafting enterprise databases. Days filled with endless rows of data, not a single sales pitch in sight.

When I started my company, I leaned on my coding chops to create killer WordPress sites. But selling them? That was a totally different story. I’d spend hours on proposals, only to hear crickets. You know that sinking feeling when you know your work is great, but no one cares?

Then a mentor recommended Breakthrough Advertising by Eugene Schwartz. It was like finding a cheat code. His ideas (listening to customers, tapping their desires) helped me rewrite emails and landing pages that actually worked. Suddenly, clients began taking notice and I had people responding. That book took me from being a clueless to confident, and it’s why I’m sharing Schwartz’s genius with you.

Ever felt stuck like I was? Let’s meet the man who changed it all.

Meet Eugene Schwartz

First, who was Eugene Schwartz?

Picture a guy who went from a mailroom clerk to writing ads that sold $200 million in products. Starting at Huber Hoge & Sons, he became copy chief, then went solo in 1954. His direct-response ads for Rodale Press and Boardroom moved millions of books, like “How to Develop a Super Power Memory” for Harry Lorayne.

Unlike David Ogilvy, who built brands, Schwartz focused on instant sales, perfect for entrepreneurs like you. Breakthrough Advertising is a cult classic… original copies go for hundreds online. Fun fact: Schwartz was also an art collector, proving he wasn’t just a sales guy. His ideas still buzz in 2025, with marketers on X calling them “gold for SaaS.”

Want to know the eight tricks that made him a legend? Here they come.

Schwartz’s 8 Tips for Writing Copy That Sells

These ideas transformed my web design pitches into client magnets. Here’s how I used them, with steps to make them work for you.

1. Listen Like Crazy

You can’t sell if you don’t know your customers.

Schwartz said to be the best listener ever. Dive into their fears, dreams, and exact words. Early on, I was pitching web design to medspas, but my tech-heavy proposals flopped. Then I started researching the industry, digging into forums, Facebook groups, and online discussions. I noticed spa owners kept saying, “We need more bookings, not just a pretty site.” That insight changed everything. I rewrote my pitch to focus on “websites that fill your schedule,” and suddenly, clients were responding.

Listening isn’t just reading, it’s hunting for clues. I noticed spa owners were anxious about losing clients to competitors. One ad I wrote started with, “Losing bookings to competitors?” It hooked them because it used their language. Y

ou can do this too. Spend time where your customers hang out, and you’ll uncover gold.

• How I Applied It: I created a “customer voice” doc, logging phrases like “more bookings” or “stand out online.” This became my cheat sheet for every proposal and landing page.
• Takeaway: Spend 15 minutes on X, Reddit, or review sites. Write down five phrases your customers use about their problems. Use one in your next headline.
• Why It Works: Customer research doubles ad impact by aligning with real needs.

2. Write in Short Bursts

Writing copy can feel like pulling teeth.

Schwartz had a trick: work in 33-minute, 33-second bursts. He’d set a timer, sit there, and write. No distractions, no excuses. Even if stuck, he’d stay put, letting boredom spark ideas.

I was swamped, juggling client sites and marketing. My emails were taking forever to write. Then I tried Schwartz’s method. I’d lock my door, set a timer, and bang out a draft. One email for a WordPress maintenance program was done in single burst, and it converted 22% better than my old, long-winded versions that I’d spent hours tweaking.

The magic is focus. You’re not multitasking or checking Instagram. You’re just writing, even if it’s rough. Those short bursts kept me sharp and stopped me from overthinking. I’d finish a session, walk away, and come back with fresh eyes.

You’ll be amazed how fast good copy comes when you give it your all for 33 minutes.

• How I Applied It: I used a Pomodoro app for every campaign, writing landing pages in bursts. One page for a spa client, promising “a site that books clients 24/7,” was drafted in two sessions and landed a $9,500 contract.
• Takeaway: Download a timer app and set it for 33:33. Write one section of your next ad without stopping. Edit later.
• Why It Works: Focused work boosts productivity by 40%, cutting writing time in half.

3. Don’t Invent, Combine

Schwartz hated the word “create.”

He said copy isn’t about inventing, it’s about knowing your product inside out and mixing its benefits in new ways. I used to pitch “fast, secure WordPress sites,” but it sounded generic. Then I dug into what our clients really got from our work. I listed every benefit: faster load times, better SEO, more bookings, happier customers. By combining “faster sites” with “more sales,” I crafted a pitch: “Our sites load fast so you don’t lose customers.” That angle landed a chain of wellness clinics as clients.

The trick is research. I’d spend hours testing our sites, reading client feedback, and checking analytics. One client’s site had a 20% conversion bump after we optimized speed. I used that stat in every proposal.

You don’t need to be a genius, just a detective who connects the dots.

• How I Applied It: I built a “benefits bank”, listing every perk of our web design. For a medspa, I combined “mobile-friendly design” with “bookings on the go,” creating a landing page that doubled their online appointments.
• Takeaway: List 10 benefits of your product or service. Pick two that solve a customer problem. Write a headline combining them.
• Why It Works: Benefit-driven copy converts 20% better by focusing on what matters to customers.

4. Keep It Simple

Schwartz wrote for the “chimpanzee brain”. Clear, emotional words anyone can understand. Jargon kills conversions.

My early pitches were packed with tech terms like “responsive design” and “SEO optimization.” Clients glazed over. After reading Schwartz, I switched to plain talk. Instead of “enhance client acquisition,” I wrote, “Get more bookings with a better site.” One spa owner told me, “Finally, someone speaks my language.” That pitch won a $7,000 project.

Simple doesn’t mean dumb. It means hitting emotions fast. I’d ask myself, “Would my mom get this?” If not, I rewrote it. A landing page for a fitness studio used “Grow your classes today” instead of “streamline registration processes.” Clicks jumped 30%.

You can write like this too, just strip away the fluff.

• How I Applied It: I rewrote my homepage to say, “We build websites that sell your services.” That clear message brought in a steady stream of local businesses, from florists to bars.
• Takeaway: Write a 5–10-word headline for your next ad. Read it to a friend. If they don’t get it, simplify it.
• Why It Works: Simple copy boosts readability by 30%, making your message stick.

5. Tap Into Desires

Don’t push a sale. Channel what people already want.

Schwartz made prospects feel his product was their dream come true. I stopped selling “websites” and started selling success. For a medspa client, I learned owners wanted to stand out in a crowded market. Instead of pitching “custom design,” I wrote, “Get a website that makes you the go-to spa.” It tapped their desire to be the best, and we landed a multi-site contract.

Finding desires takes work. I’d call clients or read their reviews to uncover what drove them. One gym owner said, “I want to be the place everyone talks about.” My next ad for them? “Build a site that makes your gym the local legend.”

You can find your customers’ desires and make them feel seen.

• How I Applied It: I crafted an email campaign that promised, “Turn your website into a client magnet.” It spoke to business owners’ desire for growth, doubling our inquiry rate.
• Takeaway: Ask one customer what they really want from your product. Use that desire in your next social post.
• Why It Works: Emotional ads lift engagement by connecting on a deeper level.

6. Show Results, Not Stuff

Schwartz didn’t sell products, he sold better lives.

Focus on what your product does, not what it is. I used to list features like “WordPress plugins” or “SSL security.” Clients didn’t care or understand what this meant. After Schwartz, I focused on outcomes. For a wellness clinic, I pitched, “Our sites book more appointments so you help more people.” That simple shift won us several new clients.

You need to know your product’s impact. I’d track client results, like how a faster site led to 12% more bookings for a spa. Then I’d weave those wins into every pitch.

Show your customers the finish line, not the tools you used to get there.

• How I Applied It: I redesigned my portfolio to highlight results, like “This salon’s site doubled online bookings.” That proof convinced a chain of barbershops to hire us.
• Takeaway: Write a short story about how your product changed a customer’s life. Share it in your next email.
• Why It Works: Outcome-focused copy can drive 20% more conversions, boosting sales by highlighting customer value, like framing costs as minimal.

7. Make It Quick

People crave instant results.

Schwartz’s ads promised fast wins to grab attention. I noticed clients wanted websites up fast. I added “launch your site in 7 days” to our pitches, and inquiries spiked. One client, a yoga studio, signed up because they needed a site before a big event. We delivered, and they referred three more studios.

Quick doesn’t mean cheap. It’s about showing value right away. I’d offer a free site audit as a fast win, proving our skills before asking for a contract.

You can hook customers by promising something they’ll feel immediately.

• How I Applied It: I ran an ad saying, “See your new site mockup in 48 hours.” That promise brought in a flood of leads, including a $13,500 medspa project.
• Takeaway: Add a quick-win offer, like a free consultation, to your next ad. Make it specific, like “in 24 hours.”
• Why It Works: Urgency increases conversions by sparking action.

8. Test and Fail

Schwartz said failure shows you’re trying hard enough.

He tested bold ideas, tweaking headlines and CTAs to find winners. I used to send one email and hope for the best. After Schwartz, I started A/B testing. For a fitness client, I tested “Join Now” versus “Start Your Fitness Journey.” The second CTA got 13% more clicks.

Testing taught me what worked. A failed ad for a spa focused on discounts but tanked. I retooled it to emphasize “book more clients,” and it soared.

You’ll learn more from flops than safe bets, so don’t be afraid to swing big.

• How I Applied It: I tested two landing pages, one with “Get a Free Quote” and another with “See Your Site Plan Today.” The second doubled conversions, shaping all our future campaigns.
• Takeaway: Write two headlines for your next ad. Run them on X or email and track clicks for a week.
• Why It Works: A/B testing can significantly lift results, with some tests boosting conversions by up to 49%, helping identify what resonates with users.

Effective Writing Tips for Engaging Content

Tip	Benefit	Action
Listen Like Crazy	Know desires	Check X for phrases
Write in Short Bursts	Write faster	Use 33:33 timer
Don’t Invent, Combine	Stand out	Mix two benefits
Keep It Simple	Hook readers	Write short headline
Tap Into Desires	Connect emotionally	Use one desire
Show Results	Sell outcomes	Share customer story
Make It Quick	Grab attention	Offer quick win
Test and Fail	Find winners	Test two headlines

These tips took me from zero clients to a having a waitlist. But Schwartz had one more trick.

Want to know his secret weapon?

Bonus: The 5 Stages of Awareness

The eight tips rock, but they’re unstoppable with Schwartz’s 5 Stages of Awareness. I used this framework to target clients, and it’s why my campaigns worked. It matches your copy to where prospects are, from clueless to ready-to-buy.

Unaware

They don’t even know they have a problem. Your job? Wake them up with a story or a shocking stat.

I used to think a slick website was enough for spas. Wrong. I wrote a blog post called “3 Ways Your Website’s Pushing Clients Away” after researching spa owners’ struggles. It highlighted issues like slow load times driving customers to competitors. That post got thousands of views because it sparked curiosity without selling. I learned this from Schwartz: hit them with a problem they didn’t see coming.

You can do this too, just find a hidden issue your customers face.

Problem Aware

They feel the pain but don’t know how to fix it. Show empathy and hint at solutions.

I noticed spa owners were stressed about losing bookings due to outdated websites. I wrote a blog post, “How Your Slow Website’s Costing You Clients,” packed with stats like “40% of users leave sites that take over 3 seconds to load.” It didn’t pitch our services, it just spoke to their frustration. That post drove tons of inquiries because it showed I got their struggle. Schwartz taught me to be a friend, not a salesman, at this stage.

You can connect like this by focusing on your customers’ biggest headache.

Solution Aware

They know solutions exist but not your product. Now’s the time to show what you offer without being pushy.

I learned that spa owners knew they needed better websites but hadn’t heard of us. I created a landing page saying, “Our WordPress designs boost bookings in days.” It focused on benefits (faster sites, more clients) not features like plugins. I shared it on local business groups, and it caught attention because it promised what they wanted. Schwartz’s trick here is to stand out by being specific about results.

You can grab prospects at this stage by showing how you solve their problem better.

Product Aware

They know your product but aren’t sold yet. Give them proof. Reviews, results, or stories.

Some spa owners knew we built websites but needed convincing. I added a testimonial section to our site: “iConnect Media’s design doubled our bookings in a month,” from a medspa client. I also shared case studies in emails, like how we cut a salon’s load time by 50%, boosting conversions. That proof sealed deals because it showed real impact. Schwartz said trust is everything here, and I learned he was right.

You can build that trust with evidence your product delivers.

Most Aware

They’re ready to buy but need a nudge. Hit them with strong CTAs and urgency.

I had clients who loved our work but hesitated. I sent an email with, “Launch your new site this week… only 5 spots left!” That limited offer pushed them to act. For a fitness studio, I added a “book now, get a free audit” deal, and they signed a $4,500 contract the next day. Schwartz’s genius was creating excitement without being sleazy.

You can close deals like this by making prospects feel they’ll miss out if they wait.

I wrote blogs for unaware prospects and emails for most-aware clients. Today, this powers funnels, think SEO for problem-aware keywords or retargeting ads for product-aware folks. Some marketers add a “Disengaged” stage for prospects who ghost you, but Schwartz’s five are the core.

Which stage are your customers in? Funnels with targeted copy boost conversions 30%.

Why His Ideas Still Rock

Schwartz’s tips and stages aren’t stuck in the ‘60s, they’re killing it in 2025.

You can use them for SEO, email, and social ads. For many clients, we use this to build multi-channel integrated marketing plans. And it worked like magic.

• SEO: Target problem-aware keywords like “fix slow WordPress site.”
• Email: Use quick-win offers, like “try free for 7 days.”
• Social Ads: Tap desires on TikTok with emotional hooks.

Schwartz didn’t just write ads, he lived them. What can we steal from his process?

Steal Schwartz’s Process

Schwartz was a machine. He used a 33:33 timer to crush writer’s block, researched products like a detective, and tested everything. I started a “benefits bank” for my clients, listing every product perk to make writing easy.

• Timer: Set 33:33 to focus.
• Research: Know your product better than its maker.
• Testing: Try bold ideas, learn from flops.

Schwartz said, “You don’t create desire; you channel it.” That’s what I learned moving from databases to marketing. Make a benefits list for every product you sell. It’s a game-changer.

Your Turn to Win

Schwartz’s eight tips and five stages are a sales machine. They took me from a database guy to a WordPress pro to a marketer who consistently lands clients. Breakthrough Advertising sits on my desk 15 years later, guiding every pitch. If I went from coder to marketer, you can nail copywriting too.

Try one tip this week (like the 33:33 timer) or write a problem-aware blog post. Your sales will thank you.