• David de Souza

Breakthrough Advertising: Part 2: Seven Techniques of Breakthrough Advertising

Updated: Jul 7


There were so many lessons from this book that I was forced to split it in two. This is the second part that focuses on Advertising. Part 1 is on Persuasion and can be found here.

Want to dig deeper than the core principles? Check out:

Core Principles


I have taken the lessons from the second part of 'Breakthrough Advertising' and distilled them into 11 core principles:



  1. Sharpen desire by allowing the reader to see it, feel it, touch it, sit in it, imagine their friends talking about it.

  2. Desires can be PMS: Physical (Strong), Material (car), sensual (thirst for a cold beer).

  3. Make them feel like the prestigious group that owns the product.

  4. Their beliefs may be shallow or profound, valid or false, logical or wishful thinking. It is not your job to argue with them.

  5. The rule of Belief: "If you violate your prospect's established beliefs in the slightest degree nothing you promise him, no matter how appealing, can save your ad."

  6. Build a bridge between what your reader currently believes and what you want them to believe. Build up using their kind of logic, not your own.

  7. Using the word "and+most important" as a joining phrase which implies the sentence after is similar to the one before.

  8. Use "experts have discovered" which continues the acceptance momentum.

  9. Use common symptoms that allow for a stream of "yes" answers.

  10. To strengthen believability use an inclusion question.

  11. After centuries of use and conditioning, these words, regardless of their truth carry weight and should be woven in the writing: +It's as simple as +Here's why... +And, most important of all is the fact that +Therefore... +There is a basic underlying reason for this +They discovered in case after case that.... +This has been proven in thousands of studies

Remember These Core Principles:


I've condensed the core principles into an image, making memorization easier. Use this image, its caption, and Quizlet as a memory aid to help you remember the 80/20 from this book:

And the most important rule, experts have discovered PMS symptoms feel sharp over a shallow bridge

Q: What does 'and the most important' refer to?

A: Using the word "and+most important" as a joining phrase which implies the sentence after is similar to the one before.


Q: What does 'rule' refer to?

A: The rule of Belief: "If you violate your prospect's established beliefs in the slightest degree nothing you promise him, no matter how appealing, can save your ad."


Q: What does 'experts have discovered' refer to?

A: Use "experts have discovered" which continues the acceptance momentum.


Q: What does 'PMS' refer to?

A: Desires can be PMS: Physical (Strong), Material (car), sensual (thirst for a cold beer).


Q: What does 'symptoms' refer to?

A: Use common symptoms that allow for a stream of "yes" answers.


Q: What does 'feel' refer to?

A: Make them feel like the prestigious group that owns the product.


Q: What does 'sharpen' refer to?

A: Sharpen desire by allowing the reader to see it, feel it, touch it, sit in it, imagine their friends talking about it.


Q: What does 'shallow' refer to?

A: Their beliefs may be shallow or profound, valid or false, logical or wishful thinking. It is not your job to argue with them.


Q: What does 'bridge' refer to?

A: Build a bridge between what your reader currently believes and what you want them to believe. Build up using their kind of logic, not your own.






Let me know how these summaries. How can they be improved and what provides the most value? Contact me via Email (david@thisdomain.co) or on Twitter



The 80/20 of Worldly Wisdom: