It is not there to sell the product. It is there to force the reader to read the first sentence of the body copy. Schwartz advocated for headlines that tap into the of human motivation:
How many similar ads your audience has already seen dictates whether you should use a direct claim, an emotional hook, or a new mechanism. Accessing the Book breakthrough+advertising+by+eugene+schwartz+pdf
Schwartz popularized the idea of the "Mechanism." This is often the difference between a boring product and a breakthrough one. It is not there to sell the product
: This is the book's most famous feature. Schwartz explains how to tailor your message based on whether a prospect is Unaware , Problem-Aware , Solution-Aware , Product-Aware , or Most Aware . Accessing the Book Schwartz popularized the idea of
Knows they have a problem but doesn't know any solutions exist. The headline should focus on the "pain point" or problem they are facing.
The prospect knows your product but isn't convinced yet. Copy should focus on superiority and proof.