You've got to look and pick your shots - and that's where your class and skill comes out.
This is the copywriters task: not to create mass desire — but to channel and direct it.
There is your audience. There is the language. There are the words that they use.
No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise.
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.
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 them in your customers.
I do not foresee a time when I shall feel that I have nothing to say.
Maybe you can keep me from never being happy, but you're not going to stop me from HAVING FUN!
You live your life as if it's real. . . . . . . a thousand kisses deep
When men fought, they connected. You became brothers as you traded blows.