One of the most powerful sales messages I have ever read…

Eugene Schwartz, in Breakthrough Advertising, emphasized the importance of crafting the offer before creating the product. He believed that the success of any marketing campaign depends more on how the offer is structured and communicated than on the product itself. Schwartz understood that demand already exists in the market, and the role of advertising is to channel that demand toward a specific product.

Key Takeaways from Schwartz on This Idea:

Find the Hungry Market First

Instead of creating a product and then trying to find customers for it, Schwartz advocated identifying a deep, existing demand and then shaping the product and offer to fulfill it.

The Offer is the Product in the Prospect’s Mind

He stressed that prospects don’t buy products; they buy promises. Your offer should highlight the most desirable benefits in a way that instantly resonates with the target audience.

Advertising Creates the Perception of the Product

A great product with poor positioning won’t sell, but a well-positioned offer, even before the product exists, can generate anticipation and demand.

Market Sophistication Dictates the Offer

Depending on how aware and skeptical the audience is, the offer needs to be framed differently. In earlier stages of market sophistication, a simple claim may be enough. In later stages, more proof, differentiation, and risk reversal (e.g., guarantees) are needed.

How This Applies:

Before building a course, software, or service, write out the sales letter first.

Identify the biggest desires and pains of your target market.

Structure an irresistible offer that makes it easy for them to say "yes."

Only then, create the product to fulfill the expectations set by the offer.

Schwartz’s principle is what many modern direct-response marketers still follow. Sell first, then build. This ensures that what you create is aligned with what the market actually wants, rather than hoping people will buy something you already made.

Let me know in the comments if this message resonates with you.

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