There are some people who leave impressions not so lasting as the imprint of an oar upon the water.
No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise.
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 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.
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.
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.
People assume, because I'm Hef's girlfriend, that I'm a Bunny and I'm a Playmate and I'm a centerfold, but they're different things. If you're a Playmate or a centerfold, which is the same thing, you pose for the magazine, you are one particular month, and not every Playmate is a Bunny. A Bunny is a girl who used to work at the Playboy Club, she had the Bunny costume, and now that we don't have Playboy Clubs, it's just Playmates who work special promotions and are fitted for a Bunny costume.
That's what people respect, the fact that I wasn't a chump that laid on his back and gave up.
Don't expect anyone to give you anything. If you really believe in something, then fight for it.
My dresses are for women of all different shapes and sizes. Actually, the one I tried on yesterday was the one Jennifer wore. And who'd have thought I'd be the same size as Jennifer Lopez!