Eugene M. Schwartz Breakthrough Advertising

Perhaps the most famous concept in the book is the . Schwartz realized that you cannot use the same message for someone who has never heard of your problem as you would for someone ready to buy your product.

The larger the market, the less intense the desire. Everyone wants a soft drink, but no one desperately wants a soft drink. To sell to the masses, your product must be frictionless and cheap. eugene m. schwartz breakthrough advertising

While Schwartz was a deep thinker, he was also a pragmatist. He outlined specific mechanical structures for achieving a breakthrough. Perhaps the most famous concept in the book is the

Schwartz argues that market saturation isn't about market share; it's about consciousness share . When your product becomes a verb ("Google it," "Photoshop that"), you have achieved the ultimate breakthrough. Everyone wants a soft drink, but no one

Breakthrough advertising pulls the product out of the mind by aligning with a desire that is already burning—even if the consumer doesn't realize it’s on fire.

Schwartz argued that a marketer’s job changes depending on how much the prospect knows. He broke this down into five distinct stages: The prospect doesn't realize they have a problem. Problem Aware: