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Subject: Analysis of Eugene M. Schwartz’s seminal text (1966) Purpose: To extract the timeless psychological and strategic frameworks for modern marketers, copywriters, and business owners. Date: [Current Date] 1. Executive Summary Breakthrough Advertising is widely regarded as the most advanced text on mass psychology and copywriting. Unlike conventional marketing books focused on formulas or templates, Schwartz’s work is a strategic treatise on consumer awareness states .

| Schwartz Principle | Modern Execution | | :--- | :--- | | | Top-of-funnel content (TikTok, Reels). Not selling – entertaining a new problem. | | Level 4 (Problem Aware) | YouTube pre-roll ads that agitate a pain (e.g., “Tired of backing up your RV?”). | | Level 3 (Solution Aware) | Google Ads search campaigns. Prospect types “best CRM for freelancers.” | | Mass Desire Creation | Category design (e.g., “Not a mattress – a sleep system”). | | Unspoken Demand | Benefit-driven email sequences that never mention price until the final step. | Breakthrough Advertising

Modern tools (AI, analytics, segmentation) make Schwartz’s framework easier to execute, not obsolete. The marketer who can identify whether their audience is at Level 5 (unaware) or Level 2 (product-aware) – and craft the corresponding message – will consistently outperform those who rely on templates or volume. Subject: Analysis of Eugene M

The core thesis is that advertising does not create demand; it channels pre-existing human desires. Success depends not on the cleverness of the copy, but on matching the to the stage of awareness the prospect occupies. This report synthesizes Schwartz’s five levels of awareness, the concept of the “mass desire,” and the mechanics of “breakthrough” vs. “competitive” advertising. 2. The Five Levels of Consumer Awareness Schwartz argues that the same product must be sold differently depending on what the prospect already knows. The five states, from most to least aware: Not selling – entertaining a new problem

Breakthrough Advertising

Avisoft-SASLab Pro is compatible:

  • Supports all common soundcards and USB audio interfaces

  • Opens .wav and .bwf files that have been recorded by any solid state / hard disk field recorder

  • Imports soundfiles that have been recorded with third-party sound recording/processing tools (.WAV .BWF .AIF, .SND, .AU, various binary formats and .txt)

  • Exports images and measurement results as files (.wmf, .bmp, .tif, .txt, .htm, .xml, .sql), via clipboard or through DDE directly into Excel

  • Exports georeferenced field survey data by means of .txt, .kml, .gpx or .shp files into GIS applications (including Google Maps / Google Earth, ArcGIS products, Quantum GIS and many others)

  • The software can be configured for touch screen operation in order to facilitate its use on tablet PC's.

Avisoft-SASLab Pro is comprehensive:

  • Color-coded spectrograms (FFT size of 64 to 1024 points), high quality spectrogram output with TrueType fonts

  • Real-time spectrogram display with circular buffer recording

  • Digital filtering for removing noise

  • Flexible cursors for measuring spectrogram structures

  • Versatile automated sound parameter measurement and classification facilities (event detection, analysis, classification and statistics)

  • Labeling option for single point and time section labels

  • Magnitude- and Powerspectrum, Linear Predictive Coding (LPC), Auto- and Crosscorrelation, Cepstrum, Histogram, 2D and 3D Scatterplot, 3D Waterfall display, Impuls-Density-Histogram, Envelope and Instantaneous frequency using hilbert transformation, frequency shift using FFT technique, Root mean square, Sound similarity matrix for comparison of spectrograms

  • Octave and Third-Octave Analysis for noise level measurements

  • Heterodyned payback of (full-spectrum) ultrasound recordings

  • Synthesizer for generating artificial songs and calls by mouse drawing of the parameter evolution (fundamental frequency, envelope, harmonics, frequency and amplitude modulation). Listen to a few synthesized bird songs

  • Automated classification of syllables by means of spectrogram cross-correlation with templates

  • A dedicated pulse train analysis tool supports the investigation of temporal patterns of both simple pulse trains or series of sound bursts (e.g. song elements)

  • Georeferencing (also referred to as geocoding, geolocating or geotagging) .wav files that have been recorded with a digital field recorder by using GPS track log data (see the Bird Species Map and SONY PCM-M10 samples)

  • Creating field survey maps from labeled or renamed (with filenames containing species prefixes) .wav files that can be easily imported into GIS applications, including Google Maps or Google Earth (see the Avisoft Bat Survey sample).

  • Synchronizing audio and video recordings by using SMPTE or LANC timecode information (both reading and writing)

  • Advanced metadata management capabilities including user-defined database fields that can be collected into a virtual (XML-formatted) metadatabase, which can subsequently be queried within the Avisoft-SASLab Pro software.

  • Batch and real-time processing for managing large numbers of sound files.

  • and much more ...

System Requirements

Avisoft-SASLab Pro is compatible with any PC running Windows 11, 10, 8.1, 8, 7 or Vista including Intel-based Apple Macintosh running Boot Camp, Parallels or similar virtualization software.

Analysis procedures can be accerated by using a SSD rather than a conventional HDD for the Windows Documents folder.

What the
Experts Say


References to Avisoft Bioacoustics products.

  • Peter K. McGregor, Nottingham University and Jo Holland, University of Copenhagen: Review in Animal Behaviour
    1995, Vol 50, No 10

    The combination of these features means that the software pretty much lives up to the claims made in the advertising flyer that it is easy and intuitive to use.” … “Avisoft provides cheap, powerful sound analysis for PC’s.” … “If you already have an IBM-compatible computer of the appropriate specification, then Avisoft is a most attractive package

  • Richard Ranft, National Sound Archive London: Review in Bioacoustics
    1995, Vol. 6, No 3

    I find Avisoft is a joy to use. The facility and speed with which the user can assess long recordings using the real-time display, prepare and print sonograms and other spectra quickly or export them to other Windows applications, while in full control of the analysis and display parameters, makes this an invaluable programme for bioacoustic research and education.

  • Jon Russ: Review in the newsletter of the UK National Bat Monitoring Programme, Bat Monitoring Post
    December 2002

    I’ve been looking for a number of years for a software package that allows the user to simply rub out superfluous portions of the sonogram and with SASLab Pro I have finally found one.

Screen shots

Automatically measuring sound parameters on the spectrogram:

  • Breakthrough Advertising
  • Breakthrough Advertising

Syllable classification by means of spectrogram cross-correlation:

  • Breakthrough Advertising
  • Breakthrough Advertising
Avisoft-SASLab Pro User's Guide (HTML)
For more details on the SASLab Pro software see the tutorials, the revision history or download the free Demo/Lite version with its HTML formatted online help system.

Who uses Avisoft-SASLab Pro?

Avisoft-SASLab Pro is being used by thousands of users for investigating acoustic communication in various animal species including birds, mammals, rodents, frogs, fish and insects. See papers on Google Scholar reporting the use of the Avisoft-SASLab Pro software.

Subject: Analysis of Eugene M. Schwartz’s seminal text (1966) Purpose: To extract the timeless psychological and strategic frameworks for modern marketers, copywriters, and business owners. Date: [Current Date] 1. Executive Summary Breakthrough Advertising is widely regarded as the most advanced text on mass psychology and copywriting. Unlike conventional marketing books focused on formulas or templates, Schwartz’s work is a strategic treatise on consumer awareness states .

| Schwartz Principle | Modern Execution | | :--- | :--- | | | Top-of-funnel content (TikTok, Reels). Not selling – entertaining a new problem. | | Level 4 (Problem Aware) | YouTube pre-roll ads that agitate a pain (e.g., “Tired of backing up your RV?”). | | Level 3 (Solution Aware) | Google Ads search campaigns. Prospect types “best CRM for freelancers.” | | Mass Desire Creation | Category design (e.g., “Not a mattress – a sleep system”). | | Unspoken Demand | Benefit-driven email sequences that never mention price until the final step. |

Modern tools (AI, analytics, segmentation) make Schwartz’s framework easier to execute, not obsolete. The marketer who can identify whether their audience is at Level 5 (unaware) or Level 2 (product-aware) – and craft the corresponding message – will consistently outperform those who rely on templates or volume.

The core thesis is that advertising does not create demand; it channels pre-existing human desires. Success depends not on the cleverness of the copy, but on matching the to the stage of awareness the prospect occupies. This report synthesizes Schwartz’s five levels of awareness, the concept of the “mass desire,” and the mechanics of “breakthrough” vs. “competitive” advertising. 2. The Five Levels of Consumer Awareness Schwartz argues that the same product must be sold differently depending on what the prospect already knows. The five states, from most to least aware: