It is not there to sell the product. It is there to force the reader to read the first sentence of the body copy. Schwartz advocated for headlines that tap into the of human motivation:
Following the book’s legendary framework, Leo identified the five for his audience: breakthrough+advertising+by+eugene+schwartz+pdf
Schwartz outlines how to approach prospects based on what they already know: Most Aware: Ready to buy; just needs the "deal." Product-Aware: Knows your product but isn't sold yet. It is not there to sell the product
The customer knows your product and only needs to know "the deal." breakthrough+advertising+by+eugene+schwartz+pdf
The customer knows your product and only needs to know the "deal."
That book is .