By studying Eugene Schwartz, you stop guessing what to write. You look at where your audience stands, determine their level of sophistication, and engineer copy that hits the target every single time.
Competitors enter. You must amplify your original claim to stand out. Example: "Lose 20 pounds in 20 days."
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The prospect knows your product and only needs to know "the deal" (price, offer).
Perhaps the book's most famous contribution is the framework of "Market Awareness." Schwartz posits that your advertising strategy must change based on how much your audience knows about your product and the problem it solves:
The customer feels a pain point but doesn't know a solution exists.
Ensure the first 3 seconds of your video ads (the hook) directly correspond to the market awareness stage you are targeting.