Most brands only run Level 1 and 2 ads. Then they complain that "Facebook ads don't work anymore." Schwartz would laugh. You have to lead with Level 4 or 5 to prime the pump.
Breakthrough Advertising is not a book about writing clever headlines. It is a book about seeing the world through the customer’s current state of mind. breakthrough advertising by eugene schwartz
Don't run "savings" ads on Friday afternoon (people are happy, leaving work). Run crisis ads on Monday morning (people are stressed, facing the week). Schwartz teaches you to align your message not with the calendar, but with the emotional weather of your audience. Most brands only run Level 1 and 2 ads
A common misconception in advertising is that a great copywriter can "create" a desire where none existed before. Schwartz argued vehemently against this. He believed that Breakthrough Advertising is not a book about writing