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The prospect feels a pain point or has a need, but they do not know a solution even exists. Eugene Schwartz Breakthrough Advertising Pdf 11 HOT-
You are the first in the market. A simple, direct claim works best. (e.g., "Lose 10 pounds in a week!") If you are looking to refine your copywriting
Perhaps the most famous concept from the book is the , which helps marketers determine what to say based on what the customer already knows: direct claim works best. (e.g.