The market is skeptical. (Focus on the Mechanism —how it works).
The prospect is a current customer or a past buyer. They know the product works. eugene schwartz breakthrough advertising pdf 11
No one has seen your product type before. A simple promise works: "Lose 10 pounds." The market is skeptical
Eugene Schwartz gave us the key on Page 11. He revealed that your competition isn't another brand. Your competition is the prospect's current state of ignorance . eugene schwartz breakthrough advertising pdf 11