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