I was blessed to know Gene Schwartz…and not just casually, either. Gene was my friend, mentor and business partner…and I learned so many lessons from him. Those of you who don’t know who I am talking about, Eugene “Gene” Schwartz was one of the most successful and prolific direct response copywriters who ever lived.
His classic book, Breakthrough Advertising, may be the most important book ever written on copy and creative.
It was important enough for Marty (Edelston) and I to re-publish it as a “Boardroom Book” when we saw a live bid on eBay for an out-of-print copy at $950.