Eugene M. Schwartz Breakthrough Advertising New! ★ Legit

Schwartz famously said: "The headline is the 'ticket to the party.' If it isn't interesting enough to get you in the door, the party doesn't exist for you."

Apple didn't win on technology. They won on consciousness . They matched the advertising to the state of the consumer, shifting public awareness from "What is an MP3?" to "How can I live without 1,000 songs in my pocket?" eugene m. schwartz breakthrough advertising

A breakthrough in advertising occurs when you stop trying to invent a new desire (security, sex, belonging, health) and instead show the consumer a new path to an old desire. Schwartz famously said: "The headline is the 'ticket

, you are the first in the market and can simply state the benefit ("Loses weight!"). Fifth Stage , you are the first in the market

Most marketers believe their job is to create desire. Schwartz argues this is impossible. You cannot force a human being to want something they don't already vaguely want.