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
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… — 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
