Case Study: Making Breakthrough Advertising Accessible for Modern Marketers
Client Background
Brian Kurtz, a veteran marketer who worked closely with Gene Schwartz, holds the rights to Gene’s classic marketing book Breakthrough Advertising, written in 1966. This book is renowned for its profound insights into marketing and advertising, but many readers found it dense and challenging to implement, despite its potential to revolutionize any business’s marketing strategies.
The Problem / Challenge
While Breakthrough Advertising is a treasure trove of marketing wisdom, customers often struggled to digest and apply its content. They found the book’s dense nature overwhelming, limiting their ability to leverage the powerful system it offered. Brian wanted a way to make the book’s principles more accessible and actionable, ensuring that customers could benefit from its teachings.
The Solution
I developed a two-pronged approach to help readers absorb and implement the lessons of Breakthrough Advertising:
- The Breakthrough Advertising Bootcamp:
- I created a two-week program to teach the foundational principles of Breakthrough Advertising in an easy-to-digest format.
- Attendees received worksheets and homework to practice and apply the concepts, enabling them to interact with the material actively.
- While Brian joined the sessions to share his experiences, I handled all the teaching, guiding participants through the book’s core ideas.
- The feedback from the bootcamp was exceptional, proving that this structured, interactive approach was effective in making the material more accessible.
- The bootcamp has since become the primary way that new members join Brian’s Titans Xcelerator program, making it an integral part of his community-building strategy.
- Breakthrough Advertising Mastery Study Guide:
- Building on the bootcamp’s success, I developed Breakthrough Advertising Mastery, the first study guide created for this classic book.
- The guide includes a digital training library that takes students through each chapter, complete with worksheets to help them practice what they learn.
- To further enhance understanding, the Mastery guide summarizes each chapter and features over 300 full-color ads mentioned in the original book, providing real-world examples that Gene Schwartz referenced, along with the exact page numbers from Breakthrough Advertising.
The Results
- Increased Accessibility: The bootcamp and study guide made Breakthrough Advertising’s concepts much easier for customers to understand and implement, providing them with practical tools and exercises.
- High Engagement: The bootcamp attracted enthusiastic participation, with attendees praising the quality of the content, the guidance provided, and the chance to practice what they learned.
- Effective Lead Generation: The bootcamp has become the primary pathway for new members to join Titans Xcelerator, solidifying its role as a highly effective entry point for Brian’s mastermind community.
- Enhanced Understanding: Breakthrough Advertising Mastery became an essential companion to the original book, allowing readers to grasp Schwartz’s insights more deeply and apply them effectively to their marketing efforts.
What Customers Are Saying:
- “I’m so glad I joined the BA Bootcamp. It helped me to understand the concepts and apply them to my copywriting right away. The homework and Zoom calls were really informative and fun. It made the first three chapters of the book easy to digest and learn. Chris and Brian put a lot of care into the Bootcamp by overdelivering on each call and for showing us who Eugene Schwartz was as a person.” – Dana Theo
- “As an attendee in the inaugural launch of Breakthrough Advertising Quickstart Bootcamp, I was very much impressed with the content and resources presented to the members by both Brian Kurtz and Chris Mason who IMHO are masters of Eugene Schwartz’s Breakthrough Advertising methodology. Anyone who is fortunate enough to already be in possession of this classic marketing book would be remiss to pass on an opportunity to participate in any future version of the aforementioned Bootcamp.” – Wayne Therriault
- “Finally had time to dive into Breakthrough Advertising Mastery. Brilliant book. Would recommend.” – Kieran Drew
Looking for something similar for your business?
If you’re looking to unlock the power of classic marketing wisdom and make it actionable for your business, let’s connect. I specialize in creating programs, resources and experiences that make complex concepts easy to understand and implement. Contact me here.
