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

- Eugene Schwartz

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

- Eugene Schwartz

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

- Eugene Schwartz

The greatest mistake marketers make is trying to create demand.

- Eugene Schwartz

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

- 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 …

- 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…

- Eugene Schwartz