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.
There is your audience. There is the language. There are the words that they use. - Eugene Schwartz
There is your audience. There is the language. There are the words that they use.
- Eugene Schwartz
No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise. - Eugene Schwartz
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. - Eugene Schwartz
This is the copywriters task: not to create mass desire — but to channel and direct it.
The greatest mistake marketers make is trying to create demand. - Eugene Schwartz
The greatest mistake marketers make is trying to create demand.
Breakthrough Advertising is not about building better mousetraps. It is, however, about building larger mice - and then building a terrifying fear of… - Eugene Schwartz
Breakthrough Advertising is not about building better mousetraps. It is, however, about building larger mice - and then building a terrifying fear of…
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 … - Eugene Schwartz
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 …
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… - Eugene Schwartz
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…
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