references/canon/schwartz.md

# Schwartz

## Principle

Match the message to what the market already knows and to how familiar the audience is with competing promises.

## Use when

- A message is too product-heavy for people who do not recognize the problem.
- A mature category is repeating generic promises.
- The offer requires different explanation for different awareness states.

## Do not over-apply

- Awareness states are diagnostic aids, not fixed personality types.
- Do not infer sophistication or awareness without evidence from search, sales, research, or behavior.

## Decision questions

- What does this audience already know?
- Which belief must change before the offer matters?
- How familiar are similar promises?
- What proof burden follows from that familiarity?

## Counterweight

Use actual customer and channel evidence rather than treating awareness stages as a script template.

## Sources

- `source:schwartz-breakthrough`