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Eugene Schwartz famously stated that "Headlines do 90% of the work" in an ad. But he was more specific than that. He argued that a headline has only one job: .

Not all mass desires are created equal. To channel a desire effectively, you must gauge its strength using three vital dimensions:

Elimination: Systematically removing the competition by showing why their mechanisms are inferior. eugene+schwartz+breakthrough+advertising+pdf+11+hot

They know you and want the deal. Just give them the price and the "buy" button. 2. The 5 Stages of Market Sophistication

Too many marketers try to close the sale in their headline. Schwartz's "hot" approach is to treat the headline purely as an attention-getting, curiosity-building gateway. Its only metric for success is whether it gets the rest of your copy read. Eugene Schwartz famously stated that "Headlines do 90%

: If a market is crowded, don't just promise a better result; explain a new mechanism for how that result is achieved (e.g., "The secret enzyme that melts fat").

Clearly state a painful problem and offer your product as the only viable solution. 11. The Guarantee Headline Not all mass desires are created equal

State your claim directly and simply (e.g., "Lose 10 pounds").