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There’s a book many copywriters covet. It’s written by a direct response legend, it costs over $100 (and is easily worth many times that)… and it’s hard to get because copywriter and marketer Brian Kurtz has exclusive rights to sell it. I’m talking about Breakthrough Advertising by the legendary Eugene M. Schwartz, of course. And…

Go to any marketing-savvy business’s website, and I bet you they have a page (or several) chock-full of (hopefully) beautiful and compelling case studies. That’s a good first step. Case studies let prospects see, in full detail, exactly how you help people like them. They can put themselves in the happy customer’s shoes and see…