Most advertisers pitch to Level 1 or 2. Schwartz insisted the real fortunes are made by speaking to Level 3 or 4—addressing the state of the consumer, not the features of the product.
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Facebook and Google ads have trained users to ignore generic hype. Schwartz’s solution is to constantly "climb the sophistication ladder"—moving from broad claims to specific mechanisms, unique angles, and even anti-marketing (e.g., "This ad is deliberately boring, but it will save you $4,000"). eugene schwartz breakthrough advertising pdf 11 2021
Eugene Schwartz’s Breakthrough Advertising is widely considered the "holy grail" of copywriting, focusing on the principle that advertising should channel existing mass desires rather than trying to create new ones Most advertisers pitch to Level 1 or 2