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They are comparing you to competitors.

Despite being out of print for decades, original copies have sold for over $900. PDF versions circulate widely in copywriting circles—though they often lack the original formatting. The phrase suggests that searchers want: eugene+schwartz+breakthrough+advertising+pdf+11+hot

Echo their pain and emotional state to create identification. They have a need but don't recognize the problem yet. They are comparing you to competitors

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In "Breakthrough Advertising", Schwartz shares his insights on how to create advertising that truly works. The book focuses on the importance of understanding human psychology and using it to craft compelling messages that resonate with your target audience.