Eugene Schwartz Instant

When the market is fully aware, the prospect stops asking "What is it?" and starts asking "Why is yours different?"

"Copy is not written. If anyone tells you 'you write copy', sneer at them. Copy is not written. Copy is assembled. It is assembled from the hopes, dreams, fears, and desires of the people for whom it is written." — Eugene Schwartz. eugene schwartz

The prospect knows your product but isn’t sure if it’s right for them. When the market is fully aware, the prospect

Most marketers start with a feature list. Schwartz started with the customer’s headspace. He argued that you cannot sell a solution to a problem the customer doesn't know they have. You cannot sell a premium price for a commodity they are bored of. Your advertising must match the Stage of Awareness the prospect is currently in. Copy is assembled

The mechanism doesn't have to be real science; it has to be believable science. It creates a cognitive shift. It tells the prospect: "You've tried the old way. Here is a new way you haven't heard of."