Shift away from facts and mechanisms. Move into identification and ego . Sell who the person becomes when they use the product. How to Channel Mass Desire
Most copywriting books teach you tactics: use short paragraphs, add a P.S., write a bullet list. Schwartz’s book teaches you context . He argues that the same ad that works for a new market (a "breakthrough" ad) will fail for a saturated market. breakthrough advertising by eugene schwartz pdf
The actual "breakthrough" happens when you master this equation: Shift away from facts and mechanisms