Schwartz obliterated both. He realized that in a mature market, products don't have true USPs anymore, and clever headlines are useless if they don't tap into the public consciousness.
Further reading recommendation: apply Schwartz’s frameworks directly to one product or campaign—map the ideal prospect’s awareness, choose an angle, write a headline tailored to that stage, and test proofs/mechanisms for resonance. breakthrough advertising by eugene schwartz pdf
Schwartz argued that you cannot force a sale. You can only match the energy of the market. He created a famous 5-step spectrum of "Awareness." If you try to sell a solution to a problem the buyer doesn't know they have yet (Level 1: Unaware), using a "Sale ends Sunday!" headline (Level 5: Product Aware), you will fail. Violently. Schwartz obliterated both
Your search for is a search for mastery. It is the recognition that shouting "SALE!" doesn't work anymore. Schwartz argued that you cannot force a sale