Few names command as much respect in the world of advertising as Eugene Schwartz. His book, Breakthrough Advertising, is considered a timeless guide that delves into the psychology of consumer behavior and the art of persuasive writing. Although published in 1966, its insights remain incredibly relevant for copywriters and marketers today.
Schwartz didn’t just preach generic advice; he crafted an entire framework around how to anticipate and address the evolving desires of the customer. If you’re looking to elevate your copywriting game, these core strategies from Breakthrough Advertising can serve as your blueprint.
1. Understand the Five Stages of Market Awareness
One of the most profound insights Schwartz provided was the concept of the Five Stages of Market Awareness. Crafting effective copy isn’t just about wordplay; it’s about targeting the reader based on their level of awareness about the product and problem.
- Most Aware: The customer knows your product and just needs a nudge to buy.
- Product-Aware: They know your product but aren’t sure it’s the right choice.
- Solution-Aware: They know the result they want but not that your product provides it.
- Problem-Aware: They know they have a problem but don’t know the solutions.
- Completely Unaware: They don’t even know they have a problem yet.
Your message must match your market’s stage of awareness. For example, someone completely unaware needs a very different approach compared to someone who’s most aware.
2. Amplify the Desire
Contrary to popular belief, copywriting isn’t about creating desire—it’s about channeling and amplifying the desire that already exists inside your audience. Schwartz emphasized that:
“You cannot create desire. You can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people—and focus those already existing desires onto a particular product.”
This is why deep research is paramount. You must learn to think like your audience, understand their emotions, and then reflect those feelings back to them in your copy.
3. Highlight One Big Idea
Schwartz believed in the power of simplifying complex messages into one compelling, dominant idea—the unique and irresistible promise your product offers. Too many copywriters try to say too much at once and end up saying nothing of value.
Keep asking yourself: What is the one thing my audience must take away? It could be a powerful benefit, a time-saving feature, or even the lifestyle result of using your product. This big idea becomes your hook and the anchor for the entire ad campaign.
4. Use Stage-Based Headlines
Since each awareness stage corresponds with a different psychological mindset, Schwartz suggested tailoring your headlines accordingly. Headlines are the gateway into your offer, and they must immediately capture the reader’s attention. Here are some formats based on stages of awareness:
- Most Aware: “Now—Exact Results With 50% Less Work!”
- Product Aware: “Why XYZ Is Better Than Ever”
- Solution Aware: “A New Way To Get Rid Of Back Pain Without Medication”
- Problem Aware: “Are You Tired of Waking Up Exhausted Every Morning?”
- Unaware: “How One Man Accidentally Discovered a Cure for Sleepless Nights”
Each headline speaks directly to a reader’s knowledge and emotions. When someone at the right awareness stage reads the corresponding headline, it feels like the ad was made just for them.
5. Structure Ad Copy to Mirror Attention Span
Schwartz structured his ads like a story—he started strong to grab attention, then consistently built momentum by expanding on the big idea, delivering benefits, offering proof, overcoming objections, and leading the prospect toward action. This is what modern marketers know as the AIDA formula:
- Attention
- Interest
- Desire
- Action
The hero of the story is not the product; it’s the customer who uses it to overcome a problem or fulfill a dream. Keeping this emotional thread throughout the ad keeps the reader engaged and builds trust that leads to conversion.
Final Thoughts
Breaking through the noise of today’s marketing landscape requires more than slick slogans or flashy visuals; it demands a deep psychological understanding of your audience. Eugene Schwartz’s Breakthrough Advertising remains a masterclass in doing exactly that. By identifying the customer’s stage of awareness, channeling existing desire, and spotlighting one big idea, your copy can spark interest, build trust, and drive action.
As Schwartz proves, when you meet readers where they are mentally and emotionally, the words nearly write themselves.
