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Breakthrough Advertising is not a casual read. It is a 200-page war manual on . Schwartz argued that you cannot create desire; you can only channel existing, pent-up demand.

: It teaches you how to tap into existing desires rather than trying to create new ones. Sophistication Levels breakthrough advertising eugene schwartz audiobook best

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(the top of the escalator), then walk down to prove it with features. you can only channel existing