: They feel a pain but don't know there is a solution.
Eugene Schwartz’s system is based on the idea that advertising does not desire; it channels existing mass desire toward a product . breakthrough advertising eugene schwartz pdf free
Schwartz emphasizes that the key to successful advertising is not to focus on the features of a product, but to speak to the specific needs, desires, and problems of the target audience. He calls this the "problem agitation solution" (PAS) framework: : They feel a pain but don't know there is a solution
: This determines how "jaded" your audience is based on how many competitors have already made similar claims. As sophistication rises, you must shift from simple claims to highlighting a Unique Mechanism . He calls this the "problem agitation solution" (PAS)
You're referring to the legendary paper "Breakthrough Advertising" by Eugene M. Schwartz!
: They know they have a problem and that solutions exist, but don't know yours.