These people already know your product. They have read the reviews. They know the price. They just need the final push.
Schwartz obsesses over 1960s mutual fund ads ("Fidelity Trend Fund") and encyclopedia sets. These are useful for history buffs, but they will bore you. Focus on the headings and the first sentences of each paragraph. The theory is in the first 50 pages. breakthrough+advertising+by+eugene+schwartz+pdf
The prospect knows they have a problem (e.g., "I can't sleep at night"), but they don't know there is a solution. These people already know your product
This is the hardest group. They have a problem, but they have suppressed it. They think it is normal. "I can't sleep at night")