Advertising Quote by Eugene Schwartz
“Breakthrough Advertising is not about building better mousetraps. It is, however, about building larger mice - and then building a terrifying fear of them in your customers.”
About This Quote
Source Book: Breakthrough Advertising by Eugene Schwartz, 1966
Effective marketing creates a bigger perceived threat than product improvements, prompting customers to act out of fear.
In simple terms: Marketing works by amplifying fear of a larger problem.
Key Takeaway
Leverage perceived threats to motivate purchases.
Themes
marketing
psychology
consumer behavior
fear
perception
Mood
anxious
urgent
strategic
Type
advertising
motivational
cautionary
When to use this quote
- advertising campaigns
- product launches
- sales pitches
- brand positioning
Key Concepts
scarcity
threat amplification
emotional triggers
Questions to Reflect On
- How can you balance fear with value?
- When does fear become manipulative?
A Different Perspective
Overemphasizing fear can alienate customers or backfire.
