Eugene Schwartz Breakthrough Advertising Pdf 11

The prospect knows they have a problem, but they don’t know a solution exists.

In the technical portion of the chapter, Schwartz distinguishes between different types of vocabulary. eugene schwartz breakthrough advertising pdf 11

The Technique: Schwartz advises replacing static verbs with dynamic ones. The prospect knows they have a problem, but

He suggests that every phrase in your ad should be a "compressed idea." A single word should do the work of a whole sentence. This compression creates density and impact—heavy ads sell; light ads float away. The Technique: Schwartz advises replacing static verbs with

If you land on page 11 of Breakthrough Advertising, you hit the core of Schwartz’s model: The Five Levels of Awareness.

Schwartz argued that every person in your market exists in one of five mental states regarding your product. Before you write a single word of copy, you must identify which level your audience is on. If you get this wrong, your ad dies.

Here is the breakdown from that pivotal page: