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about the owner. Schwartz highlights that in mature markets, selling a "role" (the "successful executive," the "doting mother") is more powerful than selling a feature. 6. Intensification

: They know a solution exists but haven't found your brand yet. eugene+schwartz+breakthrough+advertising+pdf+11+hot

Identify existing hopes, dreams, and fears in a mass market. Channel that pre-existing energy toward a specific product. Avoid fighting against the market's natural current. about the owner