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You are the first in the market. A simple claim works. Stage 2: Competitors arrive. You must enlarge the claim.

When marketers search for they aren't looking for a scan of the whole book. They are looking for Chapter One : "The 11 Levels of Awareness—The Hot Buttons of Mass Desire." eugene+schwartz+breakthrough+advertising+pdf+11+hot

Your job is to take unformulated desire and translate it into a vivid scene of fulfillment. 2. The Five Stages of Market Awareness You are the first in the market