Your claim can be simple and direct. “Lose weight fast!”
If you are the very first to offer a solution, your copy can be completely simple and direct. State the claim plainly: "Lose 20 pounds in 30 days." Phase 2: The Crowded Market (Mid Sophistication)
: Schwartz argues that advertising cannot create desire; it can only channel existing "mass desires"—universal wants or trends—toward a specific product. breakthrough advertising by eugene schwartz pdf 2021
For decades, the physical book was out of print. The PDF was a ghost. In 2021, a strange phenomenon occurred. Due to the pandemic e-commerce boom, every "guru" suddenly recommended this book. Demand spiked, but supply didn't.
: You can purchase the hardcover edition via Amazon or directly from the Breakthrough Advertising website . Your claim can be simple and direct
Focus on the mechanism (e.g., "Lose 10 pounds with our new metabolism booster").
According to Schwartz, copywriters are not creators; they are channels. Millions of people harbor pre-existing desires, fears, hopes, and needs. The job of the marketer is to tap into those ambient desires and direct them toward a specific product or service. For decades, the physical book was out of print
The enduring demand for Breakthrough Advertising lies in its ability to serve as a diagnostic tool. When a marketing campaign fails, it is rarely because the graphics are wrong or the budget is too low. Usually, it fails because there is a mismatch between the copy, the audience's awareness level, and the market's sophistication level.