By eugene schwartz
Gene's ebook addresses the common challenge of all copywriting: the right way to write a headline .
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Additional info for Breakthrough Advertising: How to Write Ads That Shatter Traditions and Sales Records
What is the mass desire that creates this market? ) 2. How much do these people know today about the way your product satisfies this desire? ) 3. How many other products have been presented to them before yours? (Their State of Sophistication. The answer to question 1 gives von the nation-wide force that creates your market. The answer to questions 2 and 3 gives you the location of that market in relation to vour product. Your strategy for exploiting or overcoming the answers to these last two questions will give you the content of vour headline.
A vital change has taken place in both these ads—and in every ad that deals successfully with this Third Stage of Sophistication. In the previous, Second-Stage ads, the entire headline was taken up by a complete statement of the main claim. Below it, in smaller type, in either a subhead or the bodv copy, came the mechanism that accomplished the claim. Often, this mechanism was abbreviated—simply mentioned instead of being explained—indicated bv a sort of shorthand, like this: T H E SOPHISTICATION OF YOUR MARKET 43 "I AM 61 POUNDS LIGHTER .
Such ads, presenting a new promise, begin a new trend. Within a few months, the Third Stage of Sophistication passes into a Fourth Stage—a new stage of elaboration and enlargement. " This Fourth Stage strategy can be summarized like this: If a competitor has just introduced a new mechanism to achieve the same claim as that performed by your product, and that new-mechanism announcement is producing sales, then you counter in this way. Simply elaborate or enlarge upon the successful mechanism. Make it easier, quicker, surer; allow it to solve more of the problem; overcome old limitations; promise extra benefits.