The prospect feels a pain point or has a need, but they do not know a solution even exists.

The prospect knows what you sell, but they are not yet convinced it is the right solution for them.

If you are selling a cruise (Lifestyle), you do not list the length of the deck. You describe the texture of the napkin at the captain's dinner. You describe the sound of the waves replacing the sound of the office phone.

According to Breakthrough Advertising , a winning headline must perform two critical tasks simultaneously:

As for the "HOT-11" reference, it seems to be a code or a reference to a specific aspect of the book. Without further context, it's difficult to provide a more detailed explanation. However, I can suggest that the "HOT-11" might refer to a specific section or chapter in the book that highlights 11 key principles or techniques for creating breakthrough advertising.

Changing how a prospect perceives a problem or a cost (e.g., viewing price as an investment).

Eugene Schwartz Breakthrough Advertising PDF: A Comprehensive Guide to Mastering Copywriting

The biggest misconception about advertising is that you can "create" desire. Schwartz argues the opposite. In Breakthrough Advertising , he posits that

Competitors arrive. You must enlarge and intensify your initial claim (e.g., "Lose 20 pounds in 10 days" ).