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In his book “Copywriting Secrets”, Jim Edwards quotes famed copywriter Eugene Schwartz:

“If your prospect is aware of your product, and has realized that it can satisfy his desire, your headline starts with the product (HOT LEAD).  If he is not aware of your product but only has the desire itself, your headline starts with the desire (WARM LEAD).  If he is not yet aware of what he really seeks but is concerned with the general problem, your headline starts with the problem and crystalizes it into a specific need (COLD LEAD).”