Eugene Schwartz understood this better than anyone. If Breakthrough Advertising were a $9.99 paperback on Amazon, it would be a bestseller, but it wouldn't be a legend .
Why? Because attention is scarcer today than in 1966. eugene schwartz breakthrough advertising pdf 11 hot hot
While other advertisers were fiddling with A/B testing button colors, Schwartz was analyzing the "State of Awareness" of the consumer. He understood that you cannot create desire; you can only channel it. Eugene Schwartz understood this better than anyone