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Breakthrough Advertising Summary

Video focuses on the strategy chapters (1, 2, 3, 5) that inspire these copywriting mental models👇

0:00 
Why is Breakthrough Advertising so expensive—and who's it for?

1:21 
Eugene Schwartz' most important point:


4:08 
MARKET DESIRE

• scale
• frequency
• intensity

6:23 
5 Levels of 
MARKET AWARENESS

🔥 brand & desire aware 
😊 brand aware 
🙂 desire aware 
🤔 needs aware 
❌ unaware

10:49 
5 Stages of 
MARKET SOPHISTICATION
E.g. Cigarette filters

 🌱 brand promise 
  ⮑ claim superiority
   ⮑ new mechanism
    ⮑ mechanism superiority
     ⮑ death 💀


15:16 
Recommended chapter reading order

NB. Explanations used in this video are inspired by the frameworks within—but remixed through personal application.

Download the free Breakthrough Advertising inspired Frameworks PDF:

Enjoy!
Filip

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