Breakthrough Advertising Summary
Video focuses on the strategy chapters (1, 2, 3, 5) that inspire these copywriting mental models 
0:00
Why is Breakthrough Advertising so expensive—and who’s it for?
1:21
Eugene Schwartz’ most important point:
4:08
MARKET DESIRE
• scale
• frequency
• intensity
6:23
5 Levels of
MARKET AWARENESS
brand & desire aware
brand aware 
desire aware 
needs aware 
unaware
10:49
5 Stages of
MARKET SOPHISTICATION
E.g. Cigarette filters
brand promise
⮑ claim superiority
⮑ new mechanism
⮑ mechanism superiority
⮑ death 
15:16
Recommended chapter reading order
NB. Explanations used in this video are inspired by the frameworks within—but remixed through personal application over two years.
Download the free Breakthrough Advertising inspired Frameworks PDF:
Enjoy!
Filip
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