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He writes that the genius of advertising is not making people want something. It is crystallizing a desire that is already floating in the culture.

Most Aware: They know your product and are ready to buy. They just need a deal, a discount, or a simple "buy now" button. Understanding Market Sophistication breakthrough+advertising+by+eugene+schwartz+pdf

The customer knows your product and only needs to know "the deal." He writes that the genius of advertising is

Third Stage: The market is skeptical of claims. You must introduce a "Mechanism"—how the product works (e.g., "The keto-enzyme that melts fat"). "The keto-enzyme that melts fat").