Eugene Schwartz did not write a "hack" book. He wrote a philosophy book. He argues that advertising is not a battle of products; it is a battle of perceptions . The winner is not the one with the best widget, but the one who best understands the current state of the prospect's mind.
One of the most unique concepts in the book is . This measures how many times your market has heard similar claims before. breakthrough+advertising+by+eugene+schwartz+pdf
: He realized most people didn't even know their skin issues were caused by the harsh chemicals in their current soap. Eugene Schwartz did not write a "hack" book
However, the modern community (including copywriters like John Caples, Gary Halbert, and Ben Settle) largely agrees on two things: breakthrough+advertising+by+eugene+schwartz+pdf
