Schwartz proved that logic is weak, but perceived causation is strong. In your headline, replace features with results.
Most advertisers write copy as if their customer is staring at the page, wanting to buy. Schwartz says that is a catastrophic mistake. He breaks the consumer’s mind into five states: breakthrough advertising eugene schwartz pdf
Advertising doesn’t create desire — it channels existing mass desire into a specific product. Unlocking the Vault: Why Everyone Is Searching for