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Breakthrough Advertising, written by Eugene Schwartz in 1966, is one of the most influential books in marketing and copywriting. One of the main ideas in the book is the “level of awareness,” which explains how familiar a customer is with a product or problem before they make a decision. The question today is whether these concepts are still relevant in a digital world that looks nothing like the advertising industry of the 1960s.

The concept of levels of awareness remains applicable because every customer begins at a different stage in the buying journey. Some people do not even realize they have a problem yet, while others are actively comparing products and ready to purchase. Although technology has evolved, the psychology behind buying decisions remains largely unchanged. Knowing how aware your audience is can help businesses create content that feels like it is speaking directly to them.

What has changed is how quickly people move through these levels. In Schwartz’s time, advertising was slower, with people seeing ads in newspapers, magazines, or TV. Now, with social media, search engines, and influencer marketing, people are exposed to multiple products and messages in seconds. A consumer can go from being unaware of a product to ready to purchase within a single TikTok video. This speed makes the levels of awareness even more important, because companies have to grab attention and connect faster than ever.

Another reason the concept is still relevant is the amount of competition online. Audiences are constantly bombarded with ads and content. If a brand does not understand where its customer is in the awareness journey, its message can easily get lost. For example, an ad that assumes a customer is ready to buy may fall flat if the customer has never even heard of the brand. On the other hand, educating someone who is already familiar with your product can feel repetitive. Matching content to awareness levels helps avoid these problems.

At the same time, there are new factors in today’s digital world that Schwartz did not have to consider. Algorithms and data tracking allow companies to target specific people with highly personalized ads. Influencers also play a huge role in shaping awareness, which did not exist in the same way decades ago. These tools make it easier to meet audiences where they are, but they also raise questions about ethics, privacy, and trust.

Overall, I think Breakthrough Advertising and the concept of levels of awareness are still extremely relevant today, maybe even more than when the book was first written. The platforms and strategies have changed, but the foundation of understanding people and their journey toward making a decision has stayed the same. In the digital age, where attention spans are shorter and competition is greater, knowing your audience’s awareness level is one of the best ways to stand out.