The book’s core premise: The 5 States of Awareness (The Book’s Backbone) Schwartz posits that every prospect is in one of five mental states. Your ad’s job is to move them to the next state.
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Headline: "Why your palms sweat, your voice cracks, and your mind goes blank – even when you know the material cold." Subhead: "And the 3-minute 'anchor drill' that Fortune 500 executives use to kill stage fright before they leave the green room." The book’s core premise: The 5 States of