To reach the Unaware prospect, you cannot talk about your product. You must first describe the world they live in —their frustration, their silent longing—so accurately that they turn the page in shock.
Schwartz didn't believe in "creative" copywriting in the traditional sense. He believed that you cannot create desire; you can only channel it. This concept is the core of the book. eugene schwartz breakthrough advertising pdf 11 2021
If you are looking for the PDF of Breakthrough Advertising (November 2021 or any other time), please note: To reach the Unaware prospect, you cannot talk