Understanding the Core Concepts of Breakthrough Advertising by Eugene Schwartz
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Break down a for your current product Help you brainstorm a Unique Mechanism for your business
The prospect knows what you sell, but isn't sure it is the right solution for them yet. They are comparing you to competitors.
Determine where your prospect sits on the Awareness Scale and where your market sits on the Sophistication Scale. Your headline and copy must be calibrated to both.