Be direct. "I have a cure for X."
The audience is skeptical of claims. You must explain how it works (e.g., "The secret enzyme that cures X"). breakthrough advertising eugene schwartz pdf
The market is exhausted. The focus shifts from what the product does to how it makes the user feel or who it makes them be . 3. The Power of the "Unique Mechanism" Be direct
They know solutions exist, but they don't know about your specific product. The market is exhausted
Enlarge the claim. "I have the fastest cure for X."
The most famous takeaway from Breakthrough Advertising is Schwartz’s assertion that Instead, the copywriter’s job is to take the hopes, dreams, fears, and desires that already exist in the hearts of millions and channel them onto a specific product.
Improve the mechanism. "The only patented enzyme..."
