The prospect knows your product and wants it. They are already convinced of their need and of your solution.
"Lose up to 20 pounds in 30 days—without giving up your favorite carbs." Stage 3: The Market is Skeptical (Introduce the Mechanism) eugene schwartz breakthrough advertising pdf 11
The search for "PDF 11" is a search for this map. Without it, you cannot navigate the stages. The prospect knows your product and wants it
Don't sell the steak. Don't sell the sizzle. First, teach the market why they are hungry. That is the lesson of Page 11. Without it, you cannot navigate the stages
Competitors enter. Enlarge the claim to outdo them (e.g., "Lose 20 pounds in 2 weeks").
This is the single most important fundamental of the book. Advertising does not create a new want; it simply takes the powerful, existing desire for self-improvement and focuses it onto a specific product. Your job is not to build a river, but to build a canal that directs an existing, powerful flow of emotion straight to your product.
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