This is perhaps the most profound insight in the chapter. Schwartz explains that people do not buy products; they buy
Schwartz emphasizes that logic creates the foundation, but You provide the logical proof (the "reason why") so the prospect feels justified in making the emotional purchase. eugene schwartz breakthrough advertising pdf 11
They feel the pain. The blank page. The leaky funnel. The back pain. But they don’t know a solution exists. Your job? Name the problem so painfully well that they beg for the category of solution. This is perhaps the most profound insight in the chapter
