Eugene Schwartz did not write a "hack" book. He wrote a philosophy book. He argues that advertising is not a battle of products; it is a battle of perceptions . The winner is not the one with the best widget, but the one who best understands the current state of the prospect's mind.
Eugene Schwartz dismantles this illusion in Chapter One. breakthrough+advertising+by+eugene+schwartz+pdf
If you have the PDF, do not let it sit in a folder called "Marketing Resources" next to a Gary Vee video and an abandoned course on SEO. Eugene Schwartz did not write a "hack" book
That book is