Eugene Schwartz gave us the key on Page 11. He revealed that your competition isn't another brand. Your competition is the prospect's current state of ignorance .
Why is this page legendary? Because Schwartz demonstrates mathematically that If you try to sell a specific vitamin (Level 2) to a person who doesn't believe they are unhealthy (Level 5), you will lose money. Period. eugene schwartz breakthrough advertising pdf 11
Page 11 is where he argues: “You cannot create a market. You can only expand, redirect, or tap into one.” That single insight dismantles the “features vs. benefits” debate. Eugene Schwartz gave us the key on Page 11