Goal
Know which claims your market has heard too often, and list the proof only you can show.
Why it matters
Every shop in your city says “quality work, licensed and insured, free estimates”. Buyers have heard it so often they don’t read it anymore. Eugene Schwartz called this in Breakthrough Advertising (1966): the more claims a market has heard, the less any one claim works. If your ad says what everyone says, louder, it’s invisible. This lesson shows you how to find the dead claims in your market, and the only you have.
In the full lesson
- Step 1 · Learn the 5 stages
- Step 2 · Find your market's stage
- Step 3 · Mark the dead claims
- Step 4 · List the process proof only you can show
This lesson is in The Ultemir Playbook.
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