But here is the killer: Schwartz argued that when a market hits Stage 1 (Most Aware) for too long, the law of diminishing returns kicks in. The desire for the category drops. The iPhone isn't exciting anymore; it's a utility.
AI defaults to the average. It scrapes the internet for what has worked, which means it generates "Stage 1" copy for "Stage 3" problems. eugene schwartz
In the pantheon of advertising greats, certain names rise like granite pillars: Ogilvy, Hopkins, Caples. But for those who want to understand not just how to write a headline, but how to engineer desire itself , there is only one prophet: Eugene Schwartz. But here is the killer: Schwartz argued that