This measures how many similar products have been presented to your audience before yours. As a market becomes more saturated, your claims must become more sophisticated or shift focus to a "unique mechanism" to stand out. The 7 Techniques of Breakthrough Copy
Schwartz’s fundamental thesis is that . Instead, it must tap into "Mass Desire"—the existing hopes, dreams, and fears of a large group of people—and channel that energy toward a specific product. A copywriter is essentially a "scriptwriter for your prospect’s dreams," translating vague wants into vivid scenes of fulfillment. The 5 Stages of Customer Awareness Eugene Schwartz Breakthrough Advertising Pdf 11 HOT-
If you open the infamous PDF 11 scan (often yellowed, with handwritten notes in the margins from previous owners), you find Schwartz’s grid of . This measures how many similar products have been