Breakthrough Advertising Mastery Pdf Work ^hot^ -

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• Do not create desire; channel it. Stop trying to convince people they want something they don't care about.
• Diagnose the Awareness Stage. Writing a "Product Aware" ad for an "Unaware" market is a recipe for failure.
• The Headline is the Ad. If the headline fails to stop the reader, the body copy is irrelevant.

Work Task: Identify the one dominant desire of your market (e.g., status, security, transformation) and align your product as the vehicle for that desire. 2. The Five Stages of Awareness Do not create desire; channel it

Headline Swiping: