The prospect knows your product. They have seen it before. But they haven’t bought it yet. They need the final push.
If you land on page 11 of Breakthrough Advertising, you hit the core of Schwartz’s model: The Five Levels of Awareness.
Schwartz argued that every person in your market exists in one of five mental states regarding your product. Before you write a single word of copy, you must identify which level your audience is on. If you get this wrong, your ad dies. eugene schwartz breakthrough advertising pdf 11
Here is the breakdown from that pivotal page:
This is perhaps the most profound insight in the chapter. Schwartz explains that people do not buy products; they buy symbols of who they want to be. The prospect knows your product
He introduces the concept of Identification. Every product offers the prospect a new identity.
The "New Man" Strategy: Schwartz challenges the writer to stop selling the product features and start selling the "New Man" or "New Woman" that the product creates. The ad must promise: The "New Man" Strategy: Schwartz challenges the writer
"This is who you will become. This is how the world will see you differently. This is the ideal version of yourself."
A word of caution to those searching for "Eugene Schwartz breakthrough advertising pdf 11" .
Because the book is out of print, many websites offer "free PDF downloads." However, many of these are scanned copies from 1966 (featuring grainy text and missing pages). Furthermore, uploading a full copyrighted book—even an out-of-print one—violates intellectual property law.
However, the marketing community has found ethical alternatives: