The greatest mistake marketers make is trying to create demand..

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 ….

There is your audience. There is the language. There are the words that they use..

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….

Breakthrough Advertising is not about building better mousetraps. It is, however, about building larger mice - and then building a terrifying fear of….

No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise..

This is the copywriters task: not to create mass desire — but to channel and direct it..