The customer knows your product and only needs to know the "deal."
Your headline and entire ad strategy must change completely depending on which level your market is at. Using a "Most Aware" headline (e.g., "50% Off Our Shampoo") on an "Unaware" market (people who don't even know they have dandruff) will fail. breakthrough advertising eugene schwartz pdf
Example: "At last! A car that runs on water!" (Not: "The H20 Sedan has 4 doors.") The customer knows your product and only needs
The most enduring legacy of the book is the "Stages of Awareness," which dictates how a marketer should talk to their audience based on what they already know: The prospect doesn't realize they have a problem. A car that runs on water
No one knows the product exists. You cannot use "hard sell" rational arguments. You must use emotional, dramatic, and impossible-to-ignore appeals. Your headline must describe the world the product creates, not the product itself.