: Pick up ideas directly from the people you serve.
While other advertisers were fiddling with A/B testing button colors, Schwartz was analyzing the "State of Awareness" of the consumer. He understood that you cannot create desire; you can only channel it. eugene schwartz breakthrough advertising pdf 11 hot hot
Schwartz argues that your headline must be dictated by your audience's level of awareness. : Pick up ideas directly from the people you serve