Shift away from product performance entirely. Make the ad about the identity of the consumer . Sell who they become by using the product.
Schwartz emphasizes that logic creates the foundation, but You provide the logical proof (the "reason why") so the prospect feels justified in making the emotional purchase. eugene schwartz breakthrough advertising pdf 11
If you run Facebook ads for a high-ticket SaaS product and you get a $50 CPM (Cost Per Mille), it isn't Facebook's fault. It is a misalignment of awareness. You are showing "Product Aware" copy to "Problem Aware" people. Shift away from product performance entirely
Your product does not exist in a vacuum. Your prospects are constantly weighing your solution against your competitors, or against doing nothing at all. Schwartz emphasizes that logic creates the foundation, but
Below is a quick-reference chart to help you remember the five levels of awareness and what copy to write for each.
The customer knows your brand and just needs an offer or a reason to buy now.