List every customer segment you serve and assign each segment to one of the five awareness stages. Then write a unique headline and angle for each stage. Do not try to use one message for everyone.
The job of the copywriter is not to create this desire, but to . Your copy must tap into an existing hunger—whether that is the desire for status, security, love, or wealth—and position your specific product as the ultimate vehicle to satisfy that hunger. 2. The 5 Stages of Market Awareness
: What to measure and why.
The prospect knows there are products that can solve their problem, but they do not know about your specific product.
Schwartz famously stated that copywriting is not about creating a desire for a product. Instead, it is about channeling pre-existing human desires, hopes, fears, and needs onto your specific product. 2. Core Framework 1: The 5 Stages of Market Awareness breakthrough advertising mastery pdf link
: This determines how "jaded" your market is. If they’ve seen every claim in the book, your advertising must shift from "what the product does" to "how it does it" (the Unique Mechanism).
Direct and deal-oriented. Focus on price, availability, an irresistible offer, or a strong call to action. II. Product Aware List every customer segment you serve and assign
Before writing a single word of copy, determine exactly where your audience sits on the 5 Levels of Awareness.
Lead with a universal human truth, an intriguing story, or a shocking fact. Do not mention your product until much later. 3. The 3 Levels of Market Sophistication The job of the copywriter is not to