They know your product exists, but they aren't fully convinced it is the right choice for them. They are likely comparing you to competitors.
Breakthrough Advertising is not a comfortable, easy read. It is dense, intellectually challenging, and demands you to think at a strategic level far beyond simple conversion tactics. eugene schwartz breakthrough advertising pdf 11 2021
"Get 50% Off Our Signature Copywriting Software Today Only!" 2. Product-Aware They know your product exists, but they aren't
Schwartz introduced the concept of sublimation —the act of translating a product’s mechanical feature into a human emotional benefit. They know your product exists