Interesting question Vasco. Keep in mind that to get someone’s attention you still need to appeal to their more conscious desire. Plus, it also needs to excite someone enough to stick with your marketing narrative.

I didn’t mention this in the piece but it also has to be instantly “gettable.” Going too deep means they need to think deeper.

Especially, in today’s day and age putting the onus on the reader to think deeply to make the connection causes many of them to give up.

Eugene Schwartz’s classic definitely serves as the backbone to a lot of this thinking.