Breakthrough Advertising Summary + Retro Ad Examples [Eugene Schwartz's Book]

This summary (mostly the strategy chapters 1,2,3,5) covers the following areas of copywriting psychology 👇

Intro:
0:00 Why is Breakthrough Advertising so expensive—and who's it for?
1:21 Eugene Schwartz's advice: The #1 mistake marketers make?
3:02 TOTAL MARKET RELEVANCE
~3% active
~7% passive
~30% aware
~30% unaware
~30% not open

Frameworks + Retro Ad Examples:
4:08 MARKET DESIRE
• scale
• frequency
• intensity

6:23 5 Levels of MARKET AWARENESS
🔥 brand & desire aware
😊 brand aware
🙂 desire aware
🤔 needs aware
❌ unaware

10:49 5 Stages of MARKET SOPHISTICATION
🌱 brand promise
⮑ claim superiority
⮑ new mechanism
⮑ mechanism superiority
⮑ death 💀

15:16 Outro: Recommended chapter reading order

NB. Explanations used in this video are inspired by the frameworks within—but remixed through personal application over two years.

Get the free Breakthrough Advertising inspired Frameworks PDF*: https://matous.com/breakthrough-adver...

*Guided conversation prompts for brand positioning to match market desire.