Identify a powerful, existing desire or existential need in your market and link your product to it as the ultimate solution.
: The book provides specific "guideposts" for thinking, such as dramatizing the claim, stating it as a paradox, or sensitizing it by making the prospect "feel, smell, touch, or hear" the benefit. 7 Techniques of Breakthrough Copy eugene+schwartz+breakthrough+advertising+pdf+11+hot
They know what you sell but aren't sure it's right for them. Identify a powerful, existing desire or existential need