or the "who" behind the product—selling an identity rather than a utility. The Power of "Mass Desire"
, you are the first in the market and can simply state the benefit ("Loses weight!"). Fifth Stage eugene m. schwartz breakthrough advertising
Schwartz’s work is anchored by two revolutionary concepts: Market Awareness Market Sophistication 1. The Five Stages of Awareness or the "who" behind the product—selling an identity
They know they have a problem but don’t know a solution exists. Solution Aware: They know solutions exist, but don’t know about Product Aware: They know your product but aren’t convinced yet. Most Aware: They are ready to buy; they just need a reason to act now. eugene m. schwartz breakthrough advertising