Grow Your Business Fast With Desire-Based Marketing

... aka how to drive more leads, sales & income by tapping into the secrets of desire-based marketing using words.

What if the biggest secret to growing your business as a coach, trainer, consultant, or independent service professional wasn’t about working harder or showing up everywhere? What if it was something you already have but may be overlooking?

The biggest leverage in your business isn’t about trying to outwork the competition or being present on every platform—it’s your message. Your words.

Words have the power to resonate deeply with your ideal clients, compelling them to take action. When your message aligns with their desires, challenges, and aspirations, you don’t need to exhaust yourself trying to be everywhere at once. Instead, you can focus on showing up in a way that truly connects and creates impact.

This is where the timeless principles from Eugene Schwartz’s *Breakthrough Advertising* come in. His insights into desire-based marketing and the power of words can transform the way you grow your business.

Let’s dive into how you can use Schwartz’s wisdom to craft a message that resonates and positions your services as the undeniable solution to your clients’ needs.

Why *Breakthrough Advertising* is a Must-Read for Coaches, Trainers, and Consultants

There are plenty of “business books” out there. However, most of them are tailored to massive organizations with sprawling teams, resources, and infrastructures—things that we - solopreneurs or small businesses- don’t often have.

That’s what makes 'Breakthrough Advertising' so unique. This book is perfect for people like us—coaches, trainers, consultants, and independent service professionals—because it gives us the tools to grow our businesses, craft powerful marketing messages, and attract great clients without needing over-complicated resources.

In fact, the only tool you need is one you already have: your words.

A Note on the Book’s Brilliance

What’s presented in this article is just the tip of the iceberg when it comes to Eugene Schwartz’s brilliance. This is not a full summary of 'Breakthrough Advertising', but rather a few of the key insights and tips to get started.

I read this book at least once a year, and every time I revisit it, I discover new insights and illuminations that help me continue to grow my own business.

If you truly want to experience the depth of Schwartz’s genius, I highly recommend diving into the book itself.

ONE - Focus on Market Awareness

One of the most powerful concepts in 'Breakthrough Advertising' is the idea of market awareness. 

Your audience exists at different levels of awareness—from being completely unaware of their problem to fully aware of the solutions available. Understanding where your potential clients fall on this spectrum is critical for crafting messaging that resonates.

Getting Started Tip – Concentrate on understanding this key concept when you read ‘Breakthrough Advertising’. If there is only one concept you can take away from this book, take away the solid understanding of levels of awareness.

TWO - Channel Existing Desires

Schwartz teaches that successful marketing isn’t about creating desire; it’s about channeling existing desires. By identifying what your clients already want and presenting your services as the solution, you create a magnetic pull toward your offerings.

 
Getting Started Tip - Focus on aligning your services with common client goals, such as financial security, personal growth, or career advancement. Position yourself as the bridge between their current challenges and desired outcomes.

Words, Niches, and Big Ideas: Eugene Schwartz in Action

Ever wondered how Eugene Schwartz came up with his groundbreaking ideas and words? In this rare conference video, Schwartz shares his creative process, how he thinks about niches, and the secrets behind his genius.

Take a moment to watch this fascinating talk and gain a firsthand understanding of the strategies that have made 'Breakthrough Advertising' a timeless classic.

THREE - Craft Headlines That Convert

The headline is your first—and sometimes only—chance to grab attention. Schwartz’s principle of crafting headlines that resonate with your audience’s desires is essential for drawing them in.

 
Getting Started Tip - Use benefit-driven examples like:
- "Unlock Your Leadership Potential in Just 90 Days."
- "Double Your Business Revenue Without Burnout."

FOUR - Create Irresistible Offers

A compelling offer doesn’t just grab attention; it converts interest into action. Schwartz provides a detailed framework for creating offers that your clients can’t resist.

You cannot miss the brilliance of ‘Breakthrough Advertising’ to create your own irresistible offers.

Getting Started Tip – What do you already have that you can add to your offer to make it irresistible? Could you bundle your services with additional resources, like templates or one-on-one sessions, to enhance perceived value?

FIVE - Leverage Emotional Triggers

Schwartz emphasizes the importance of emotional triggers in marketing. People make decisions based on feelings, even in professional settings.

Getting Started Tip – Remember to include transformative language that highlights the emotional benefits of working with you.

SIX - Stand Out in a Crowded Market

The professional services market is competitive. Schwartz’s principles help you stand out by emphasizing relevance and resonance.

 
Getting Started Tip – See which of the examples and techniques in the book can help you highlight what makes your services uniquely valuable.

SEVEN - Build Trust with Specificity

Generalities don’t sell—specific, measurable outcomes do. Schwartz emphasizes using clear, quantifiable benefits in your messaging.

Getting Started Tip - Replace vague promises with specifics.

EIGHT - Tell Relatable Stories

Stories create emotional connections and make your services memorable. Schwartz’s storytelling approach turns abstract principles into relatable, actionable narratives.

Getting Started Tip – Where could you start sharing success stories or personal experiences that highlight your expertise and the transformative impact of your services?

NINE – Make Your Audience Present To the Problem

Showing the full extent of a problem makes your audience evaluate your solution in the right light and see for themselves the need to take action. Schwartz’s concept of "intensification" is powerful for motivating action.

Getting Started Tip - Highlight the cost of inaction.

TEN - Offer a Clear Path to Action

Schwartz stresses the importance of guiding your audience through clear, actionable steps.

Getting Started Tip – Check that you are using simple and compelling calls to action.



Next Step

If you’re serious about scaling your business, attracting high-quality clients, and making a big impact, ‘Breakthrough Advertising’ by Eugene Schwartz is an essential read.

It’s not just a book on advertising—it’s a masterclass in understanding your audience and leveraging that understanding to drive practical growth. This is the key to applying the secrets of desire-based marketing to your business.

I highly recommend adding this book to your library and immersing yourself in its wisdom, if it is available. The principles Schwartz outlines will not only transform the way you market your services but also empower you to build a business that truly makes a difference.

Click here to check the availability of *Breakthrough Advertising* on Amazon.

Till next time, remember… Your brilliance is portable. You can take it with you anywhere and everywhere, including growing a business to be proud of.

With all my love,

Ana