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They know they have a problem but not that a solution exists.
Searching for reveals a specific user intent: Scarcity. breakthrough advertising by eugene schwartz pdf 2021
Amplify the promise. Make it bigger, faster, or better than the original. They know they have a problem but not that a solution exists
However, if you are a copywriter, media buyer, or entrepreneur who wants to understand people buy, Breakthrough Advertising is essential reading. or better than the original. However
: Prospect knows the pain but not the solution.