If you want to increase the number of clients for your business, you cannot ignore Eugene Schwartz and his Pyramid of Awareness, also known as the Schwartz Pyramid. The model theorized by the copywriter, author of the famous book Breakthrough Advertising, is at the center of this guide: here you’ll find a detailed explanation of what the Schwartz Pyramid is and how it works, along with the best advice on how to use it in marketing and communication for your startup.

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How to Make Anyone or Anything Famous on Purpose. Branding means pairing two or more things together. And to be clear, branding occurs all the time. Consumers constantly pair us with things. In other words, they associate us with things we say, do, appear next to, what we look like, etc. But this definition doesn’t tell us how to do it well, so let’s cover that.