In the pantheon of copywriting and direct response marketing, few texts are treated with as much reverence—or as much secrecy—as Eugene Schwartz’s
This is where makes its money. The prospect knows the result they want (e.g., "I want to lose 20 pounds"), but they don't know your product exists. breakthrough advertising eugene schwartz pdf
The central thesis of the book is that you cannot create a desire for a product; you can only channel existing desire onto your product. The book teaches marketers how to identify the "state of awareness" of their prospect and craft copy that guides them toward a purchase. In the pantheon of copywriting and direct response
You cannot understand the demand for the without understanding his most famous model: The 5 States of Consumer Awareness . "I want to lose 20 pounds")