Focus on the claim or the outcome. Do not lead with your brand name; lead with the transformation. Problem-Aware
Perhaps the most famous contribution Schwartz made to business strategy is his framework for categorising an audience's state of awareness. Before you write a single word of copy, you must identify exactly where your prospect sits on this spectrum. 1. Unaware
Name the symptom or problem immediately in the headline. Validate their pain, and then guide them toward the category of your solution. breakthrough advertising eugene schwartz pdf
If you sell a weight-loss program —
Ask yourself: Is my prospect Unaware, Problem Aware, Solution Aware, Product Aware, or Most Aware? on social media will be at Problem Aware or Solution Aware. Tailor your message accordingly. Focus on the claim or the outcome
Highlight your unique features, showcase social proof, provide case studies, and stack the value to beat your direct competitors.
The copyright for Breakthrough Advertising is strictly owned and managed by Brian Kurtz of Titans Marketing. Kurtz worked closely with Eugene Schwartz’s estate to keep the book in print and protect its intellectual property. Before you write a single word of copy,
The market is completely deadlocked, cynical, and blind to claims. The focus shifts entirely away from the product and onto the consumer's identity and world view. Example: "For the women who refuse to let age dictate their energy." Why You Need the Authorized Version (The PDF Dilemma)
Improve the mechanism. "The only patented enzyme..."
Demarcate and validate the pain. Bring the emotional and physical reality of the problem to the surface, making them desperate for a cure.