UA-9978659-1
UA-9978659-1
The prospect realizes they have a symptom or a pain point, but they do not know that a solution exists.
The original Breakthrough Advertising book has a cult following because it is often out of print or extremely expensive, sometimes retailing for over $400. Consequently, many practitioners seek the as an accessible alternative that provides the same psychological insights but with a focus on modern implementation.
When consumers become cynical of oversized claims, shift the focus to how your product works. Introduce a new, proprietary mechanism. (e.g., "Lose 10 pounds by turning on your body's metabolic fat-switch." )
Without this PDF workflow, most entrepreneurs use Schwartz’s principles wrong. They skip Level 1 (Unaware) and try to sell a solution to people who don't even know they have a problem. The Mastery PDF forces you to diagnose the "Awareness Level" first.
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