In Schwartz’s world, you don't sell a book. You sell "The 15-minute reading algorithm." You don't sell a vacuum. You sell "The cyclonic force separation system."
In a digital world obsessed with reach (how many people see the ad), Schwartz reminds us that relevance is the only currency. An ad seen by 1 million unaware people is worthless. An ad seen by 1,000 people who are at the exact moment of "Problem Aware" is a fortune. eugene schwartz
But here is the killer: Schwartz argued that when a market hits Stage 1 (Most Aware) for too long, the law of diminishing returns kicks in. The desire for the category drops. The iPhone isn't exciting anymore; it's a utility. In Schwartz’s world, you don't sell a book