If you have typed into a search engine, you are likely one of three people:
Practical implication: Match headline, opening, and body copy to the reader’s stage; mismatched messaging wastes ad spend. breakthrough advertising by eugene schwartz pdf
Schwartz categorizes prospects by how much they know about the product and the problem. Tailor messaging to each stage: If you have typed into a search engine,
Schwartz cites the example of a book on memory. The book was just a book. But Schwartz didn't sell the book; he sold the mechanism: "How to Develop a Super-Power Memory" vs. "The 'Link Method' of Memory Recall." By naming the mechanism, he gave the prospect a tangible reason to believe the promise would work. breakthrough advertising by eugene schwartz pdf