The central premise of the book is that . Instead, a copywriter’s job is to identify a powerful, pre-existing "mass desire" and channel it toward a specific product.
: They know your product and just need a deal or a nudge to buy. eugene schwartz breakthrough advertising pdf 11 hot hot
: Universal human wants, such as the desire for health, wealth, or status. The central premise of the book is that
As a market matures and competitors flood in, the way you speak to that market must change. such as the desire for health