No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise.
The greatest mistake marketers make is trying to create demand.
This is the copywriters task: not to create mass desire — but to channel and direct it.
Copy is not written. If anyone tells you ‘you write copy’, sneer at them. Copy is not written. Copy is assembled. You do not write copy, you assemble it. You are working with a series of building blocks, you are putting the building blocks together, and then you are putting them in certain structures, you are building a little city of desire for your person to come and live in.
There is your audience. There is the language. There are the words that they use.
Breakthrough Advertising is not about building better mousetraps. It is, however, about building larger mice - and then building a terrifying fear of them in your customers.
The arts not only imbue our sense of sight, balance, movement, touch and hearing, they also lift our logical minds - the traditional focus of modern education - into the reaches of possibility, invention and genius.
