In the pantheon of advertising greats, certain names rise like granite pillars: Ogilvy, Hopkins, Caples. But for those who want to understand not just how to write a headline, but how to engineer desire itself , there is only one prophet: Eugene Schwartz.
If someone has never thought about cybersecurity, you cannot sell them antivirus software by listing the features. You must first sell them the fear of the virus. You must move them from Stage 5 to Stage 4 before you can move them to Stage 1. eugene schwartz
When the market is fully aware, the prospect stops asking "What is it?" and starts asking "Why is yours different?" In the pantheon of advertising greats, certain names
If you feel like your marketing is getting louder but less effective; if you feel like you are shouting into the void of social media; if you feel like your product is great but no one cares... You must first sell them the fear of the virus
But here is the killer: Schwartz argued that when a market hits Stage 1 (Most Aware) for too long, the law of diminishing returns kicks in. The desire for the category drops. The iPhone isn't exciting anymore; it's a utility.
Schwartz warned about what happens when a market matures. He called it the When everyone knows what a product is (Smartphones. CRMs. Weight loss programs), the awareness shifts.