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by tapping into existing consumer desires, ultimately making selling superfluous

The customer knows your product and only needs to know "the deal." breakthrough+advertising+by+eugene+schwartz+pdf

The prospect knows your product but isn't convinced yet. Copy should focus on superiority and proof. by tapping into existing consumer desires, ultimately making

Fifth Stage: The market is dead and cynical. You must shift the focus to the identification and personality of the user. The Ethics of the Breakthrough Advertising PDF by tapping into existing consumer desires

Here is the breakdown of the five states as defined in :