The central thesis of the book is that . Instead, it identifies existing "mass desires"—the hopes, dreams, and fears already present in the hearts of millions—and channels them toward a specific product. Schwartz argues that an advertiser who tries to create a new desire from scratch will almost always fail because these forces are shaped by massive social and economic trends beyond any single company's control. The Five Stages of Awareness
The market is completely exhausted and cynical about claims. The advertising shifts from the product's function to the consumer's identity. ( "The weight-loss community for busy moms who value real results." ) How to Apply Eugene Schwartz’s Genius for Free breakthrough advertising by eugene schwartz pdf free
It teaches you how to channel existing desire, not create it. The Scope: The central thesis of the book is that