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.
Schwartz also pioneered the , which dictate where your headline should start: Most Aware: They know your product and just need a "deal." eugene schwartz breakthrough advertising pdf 11
The "PDF 11" version is prized because it retains the original typeset diagrams showing the . In later reprints, this diagram was pixelated beyond recognition. In Version 11, it is crisp. It shows how a product moves from the "Technical Elite" (early adopters) to the "Mass Tidal Wave" (late majority) by shifting the awareness frame. If you run Facebook ads for a high-ticket