They have no context. They don't know they need you. In Schwartz's view, advertising to level 5 is incredibly expensive. You aren't selling a product; you are inventing a category.
If you do find the PDF, skip the first 50 pages (the historical case studies about vacuum cleaners and encyclopedias). Start at Chapter 3: "The Five Levels of Awareness." That is where the modern gold is buried. breakthrough advertising by eugene schwartz pdf
Eugene Schwartz taught us that an ad doesn't create desire; the product (and the copy) merely channels desires that already exist. Your job is to remove the friction between the consumer's pain and your solution. They have no context
The most fundamental principle in the book is that for a product. Instead, a copywriter’s job is to identify existing "mass desires"—the hopes, dreams, and fears already present in the hearts of millions—and channel that energy onto a specific product. You aren't selling a product; you are inventing a category