To act as a transformer, hooking a product onto a pre-existing current of public desire.
You cannot sell a product the same way to a stranger as you do to a loyal customer. Schwartz broke down the market into five distinct stages of customer awareness: breakthrough advertising mastery pdf link
Proven structures that have generated millions in revenue. To act as a transformer, hooking a product
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Mastering the Classics: A Guide to Breakthrough Advertising Mastery Eugene Schwartz's Breakthrough Advertising
Take your original claim and push it to its maximum believable limit. (e.g., "Lose up to 30 pounds in 3 weeks without dieting!") Level 3: Market Fatigue