[Breakthrough Advertising] Analysing Your Product - Eugene Schwartz

1. Keep a regular monitor on all the popular media to be aware of mass desires. Tabloid magazines, movies, bestselling books. Media that people have to pay to acquire or view. What passes for “social media” may be too mercurial to analyze for profitable trends. Any of several online trend analysis tools may or may not be of long term use in helping you determine these – and are hard-pressed to determine profitability. The key here is to develop a greater personal understanding and an innate sense of what is driving our culture in that snapshot of time.
2. Analyze the product itself and find its claims. If a book, you'll note the written claims made by the author. If it's a physical product, you have to find the claims by interviewing and studying everything about it, from its manufacturing process, packaging, and delivery methods. Note all of these down.
3. Study and research the claims to find the mechanisms...
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