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. — Eugene Schwartz Copy Share Image
There is your audience. There is the language. There are the words that they use. — Eugene Schwartz Copy Share Image
Breakthrough Advertising is not about building better mousetraps. It is, however, about building larger mice - and then building a terrifying fear of them… — Eugene Schwartz Copy Share Image
No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise. — Eugene Schwartz Copy Share Image
The arts not only imbue our sense of sight, balance, movement, touch and hearing, they also lift our logical minds - the traditional focus… — Eugene Schwartz Copy Share Image
Copy is not written. If anyone tells you ‘you write copy’, sneer at them. Copy is not written. Copy is assembled. You do not… — Eugene Schwartz Copy Share Image
This is the copywriters task: not to create mass desire — but to channel and direct it. — Eugene Schwartz Copy Share Image
