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The PDF teaches that broad appeal kills response. In 2021, the wealthiest ClickBank affiliates proved Schwartz right: The best performing ad was often one that excluded 98% of people.
When claims lose believability, introduce a "Unique Mechanism"—a new way the product achieves the old result. breakthrough advertising by eugene schwartz pdf 2021
They know they have a problem and that solutions exist, but they don't know your specific product. The PDF teaches that broad appeal kills response
Schwartz famously stated: "The only thing that sells products is the mass desire for the result." breakthrough advertising by eugene schwartz pdf 2021