Eugene Schwartz' 33.33 Minute Rule — How To Get Shit Done

How to get shit done

Van Gawker

Co-founder & CMO at Executive Advantage
November 18, 2020
11
min read

If you know anything about marketing, you probably have already heard or came about the name “Eugene Schwartz.”

If you haven't, he has this legendary book called: “Breakthrough Advertising”

...which is widely regarded as the holy grail of Copywriting books.

As one of the highest-paid copywriters of the 1950s and ’60s, Schwartz lived very comfortably in Manhattan.

Undoubtedly, Eugene is one of the best copywriters in history.

His sales records speak for themselves:

  • Eugene wrote a television advertisement that sold 1 in every 14 TV Owners in the United States (1 in 14 TV Owners!)
  • He made $50 million dollars from a textbook on natural health. (1980s)
  • He sold over two million units of a fishing lure

At Executive Advantage we focus on Timeless Principles. Things that won't change...

What better guy to Consult with other then Eugene himself, the one who has actually done big things and has a track record of it.

Substance not flash,

Just like we try to focus on.

Let's pull out our investigation hat for a moment...

Schwartz wrote 3 hours, everyday, 5 days a week.

Nothing amazing about that! But...

Here is the thing Van, only you and I could notice!

Schwartz would go on to set a small kitchen timer to 33.33 minutes and press the start button.

The part where some people will either roll their eyes and leave “that's so obvious, thanks for wasting my time...”

OR some people like you and I would read on... and ponder... "Why it that?"

Potentially changing the way we get things done. Make your decision!

Schwartz had a ritual,

Once that timer was set, there was only a few simple rules, like he said:

  1. He could drink coffee.
  2. He could stare out the window, or at the wall.
  3. He could sit and do absolutely nothing for 33.33 minutes.
  4. He could write the ad.
  5. He could not leave the chair for any reason.
  6. He could not do anything else.


That’s it. He just sat in front of his open page with research notes and an outline.

Obviously Van, Good Coffee is the key element here! Lol, am i right?

But more importantly,

Eugene. Embraced. Boredom.

And that's it.

That's what the legendary million dollar copywriter did on a Wednesday afternoon in 1979, when he would cook up millions dollar ad campaigns!

Just a simple ritual...

Maybe it’s too simple to your liking, but complexity deteriorates creativity and innovation.

You need to free up mental bandwidth to create something truly Extraordinary.

Believe me, it’s not much different from Michael Phelps daily to do list for years; "Wake up. Get in pool." ...

Or... Michael Jordans practice routine for decades, or Usain Bolt Evenings at the track,

and some people tell us,

“But my situations different."

Really?

I share this because I see the severely limiting MYTH OF PASSION which has overtaken the REAL hard work it takes to move the needle forward in your business and LIFE.

And today’s Generations hard work can’t be:

  • Doing 35 different things,
  • 5 to 20 min menial tasks,
  • Obsession over unimportant-non-urgent task for days. weeks, even months...

It's about checking your priorities,

Seeing your business and the people in it from a mile distance,

Seeing clearly.

  • Where it is?
  • Where does it need to be?

→ What actions do I need to take to get there?

And then figuring out the one most important thing to be done this month, this week and today,

And doing only that, and nothing else.

If you need help snapping out of it, because you are too much in the nitty gritty of your business, then click here to schedule a time to speak with my team.

On our call, we will be going over exactly where you are right now and where you want to be, and breakdown the exact steps needed to get you there.


VIDEO TRANSCRIPT

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