How many times has your audience heard the same promise? Schwartz identified that markets go through cycles of "sophistication."

They know they have a problem and that solutions exist, but they don't know your brand.

Schwartz was a believer in the power of the headline. He didn't just write them; he engineered them. Breakthrough Advertising outlines dozens of ways to structure a headline to bypass the reader's mental filters, focusing on "The Identifying Headline," "The Paradox Headline," and "The Direct Promise." 5. Why It’s Still Relevant Today

They know what you sell but aren't sure it's right for them.