Discover the existing desires, hopes, fears, and dreams of a specific group of people. Channel those desires into a specific product.
Furthermore, the phrase has become a meme (in the Dawkins sense) in copywriting groups. It is a secret handshake. When a copywriter says, "We need to turn this up to 11 Hot Hot," the team knows they are abandoning logic and moving into pure, visceral, emotional positioning.
If you send "11 Hot Hot" copy (Level 5: "Buy now for 20% off") to a Level 1 prospect (Unaware), you will fail. They don't know why they should buy. You are asking for a commitment before you have established a context.
People will do far more to avoid pain than they will to gain pleasure. Show them the exact trajectory of their life if they choose not to buy your solution today. Paint a vivid, uncomfortable picture of their problem growing worse over the next six months. VIII. Perform "Role-Playing" Imagery eugene schwartz breakthrough advertising pdf 11 hot hot
The prospect knows a solution exists for their problem, but doesn't know your specific product.
While other advertisers were fiddling with A/B testing button colors, Schwartz was analyzing the "State of Awareness" of the consumer. He understood that you cannot create desire; you can only channel it.
: Authorized study guides and review notes in PDF/eBook format can be found at retailers like Barnes & Noble (~$10) and Etsy (~$19). Discover the existing desires, hopes, fears, and dreams
Schwartz often shared these 11 core principles for mastering direct response:
They know the product, they like the product, but they are hesitating. They need a "nudge." The Strategy: Urgency. Scarcity. Discounts. Bonuses. Example: "Order in the next 15 minutes for free shipping." At this stage, they don't need education; they need a reason to click "buy" now .
They are ready to buy. Your copy can focus on price, testimonials, and a strong, clear call to action. It is a secret handshake
The original five awareness levels Schwartz defines are:
They know about solutions but aren't aware of yours. Your message must differentiate you from all the other options they're considering.
: Know your product to its absolute core.