--- title: "Meaning & Key Takeaway of: This is the copywriters task: not to…" description: "\"This is the copywriters task: not to create mass desire — but to channel and direct it.\" — Eugene Schwartz" image: "https://sms4smile.com/quotes/i/5e6/eugene-schwartz-50247_desire_this-is-the-copywriters-task-not-to-crea_2441186.png" --- # This is the copywriters task: not to create mass desire… ![“This is the copywriters task: not to create mass desire — but to channel and direct it.” quote by Eugene Schwartz](https://sms4smile.com/quotes/i/5e6/eugene-schwartz-50247_desire_this-is-the-copywriters-task-not-to-crea_2441186.png) [Download](https://sms4smile.com/quotes/i/5e6/eugene-schwartz-50247_desire_this-is-the-copywriters-task-not-to-crea_2441186.png) [Open image](https://sms4smile.com/quotes/i/5e6/eugene-schwartz-50247_desire_this-is-the-copywriters-task-not-to-crea_2441186.png) > “This is the copywriters task: not to create mass desire — but to channel and direct it.” [Eugene Schwartz](https://sms4smile.com/quotes/author/eugene-schwartz/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Copywriting should not create desire but channel existing desire toward a product. **In simple terms:** Guide existing desire, don’t fabricate it. Key Takeaway Identify and direct audience cravings. Themes marketing psychology persuasion Mood insightful motivational Type instructional inspirational When to use this quote - advertising campaigns - product launches - brand storytelling Key Concepts consumer behavior copywriting techniques Questions to Reflect On - What latent desires does your audience hold? - How can you align product benefits with those desires? A Different Perspective Assuming desire exists can lead to misaligned messaging. ★ ★ ★ ★ ★ No ratings yet [Channel Direct](https://sms4smile.com/quotes/about/channel-direct-489173/) [Copywriters](https://sms4smile.com/quotes/about/copywriters-376742/) [Copywriters Task](https://sms4smile.com/quotes/about/copywriters-task-489170/) [Desire](https://sms4smile.com/quotes/about/desire/) [Desire Channel](https://sms4smile.com/quotes/about/desire-channel-489172/) [Direct](https://sms4smile.com/quotes/about/direct/) [Mass](https://sms4smile.com/quotes/about/mass/) [Mass Desire](https://sms4smile.com/quotes/about/mass-desire-489171/) [Tasks](https://sms4smile.com/quotes/about/tasks/) [Writer](https://sms4smile.com/quotes/about/writer/) ## Related quotes > [“Copywriters are salespeople whose job is to convince people to buy products.”](https://sms4smile.com/quotes/robert-w-bly/copywriters-are-salespeople-whose-job-is-to-convince-people-to-buy/) [Robert W. Bly](https://sms4smile.com/quotes/author/robert-w-bly/) > [Bob Bly is among the most accomplished self-employed copywriters in recent years.](https://sms4smile.com/quotes/steve-slaunwhite/bob-bly-is-among-the-most-accomplished-self-employed-copywriters-in/) [Steve Slaunwhite](https://sms4smile.com/quotes/author/steve-slaunwhite/) > [Copywriters, journalists, mainstream authors, ghostwriters, bloggers and advertising creatives have as much right to think of themselves as good writers as academics, poets, or…](https://sms4smile.com/quotes/sara-sheridan/copywriters-journalists-mainstream-authors-ghostwriters-bloggers-and/) [Sara Sheridan](https://sms4smile.com/quotes/author/sara-sheridan/) > [Copywriters on Madison Avenue constantly grapple with the question of where their work sits on the totem pole of 'real' writing.](https://sms4smile.com/quotes/david-droga/copywriters-on-madison-avenue-constantly-grapple-with-the-question-of/) [David Droga](https://sms4smile.com/quotes/author/david-droga/) > [Most copywriters are like engines. They take a while to warm up to get to the point.](https://sms4smile.com/quotes/drayton-bird/most-copywriters-are-like-engines-they-take-a-while-to-warm-up-to-get/) [Drayton Bird](https://sms4smile.com/quotes/author/drayton-bird/) > [The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response; they…](https://sms4smile.com/quotes/david-ogilvy/the-trouble-with-many-copywriters-in-general-agencies-are-that-they/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [“almost all copywriters these days write in a conversational manner.”](https://sms4smile.com/quotes/jason-goldberg/almost-all-copywriters-these-days-write-in-a-conversational-manner/) [Jason Goldberg](https://sms4smile.com/quotes/author/jason-goldberg/) > [In most agencies, account executives outnumber the copywriters two to one. If you were a dairy farmer, would you employ twice as many milkers…](https://sms4smile.com/quotes/david-ogilvy/in-most-agencies-account-executives-outnumber-the-copywriters-two-to/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [God has given believers the responsibility of spreading the Gospel to all the world, and we need to use all at our disposal to…](https://sms4smile.com/quotes/theodore-epp/god-has-given-believers-the-responsibility-of-spreading-the-gospel-to/) [Theodore Epp](https://sms4smile.com/quotes/author/theodore-epp/) > [One achieves true human dignity only when one serves. Only he is great who subjects himself to taking part in the achievement of a…](https://sms4smile.com/quotes/jose-antonio-primo-de-rivera/one-achieves-true-human-dignity-only-when-one-serves-only-he-is-great/) [Jose Antonio Primo de Rivera](https://sms4smile.com/quotes/author/jose-antonio-primo-de-rivera/) > [To explicate the uses of the Brain seems as difficult a task as to paint the Soul, of which it is commonly said, that…](https://sms4smile.com/quotes/thomas-willis/to-explicate-the-uses-of-the-brain-seems-as-difficult-a-task-as-to/) [Thomas Willis](https://sms4smile.com/quotes/author/thomas-willis/) > [Technology means the systematic application of scientific or other organized knowledge to practical tasks.](https://sms4smile.com/quotes/john-kenneth-galbraith/technology-means-the-systematic-application-of-scientific-or-other/) [John Kenneth Galbraith](https://sms4smile.com/quotes/author/john-kenneth-galbraith/) > [My friends, this body - perhaps more than any other gathering in human history - now faces that difficult task.](https://sms4smile.com/quotes/leonardo-dicaprio/my-friends-this-body-perhaps-more-than-any-other-gathering-in-human/) [Leonardo DiCaprio](https://sms4smile.com/quotes/author/leonardo-dicaprio/) > [I think it's unhelpful to suggest that the task of evangelism is essentially the responsibility of ministers.](https://sms4smile.com/quotes/mark-dever/i-think-it-s-unhelpful-to-suggest-that-the-task-of-evangelism-is/) [Mark Dever](https://sms4smile.com/quotes/author/mark-dever/) > [Do not pray for tasks equal to your powers. Pray for powers equal to your tasks.](https://sms4smile.com/quotes/phillips-brooks/do-not-pray-for-tasks-equal-to-your-powers-pray-for-powers-equal-to/) [Phillips Brooks](https://sms4smile.com/quotes/author/phillips-brooks/) ## More by Eugene Schwartz > [There is your audience. There is the language. There are the words that they use.](https://sms4smile.com/quotes/eugene-schwartz/there-is-your-audience-there-is-the-language-there-are-the-words-that/) [Eugene Schwartz](https://sms4smile.com/quotes/author/eugene-schwartz/) > [Breakthrough Advertising is not about building better mousetraps. It is, however, about building larger mice - and then building a terrifying fear of them…](https://sms4smile.com/quotes/eugene-schwartz/breakthrough-advertising-is-not-about-building-better-mousetraps-it/) [Eugene Schwartz](https://sms4smile.com/quotes/author/eugene-schwartz/) > [The greatest mistake marketers make is trying to create demand.](https://sms4smile.com/quotes/eugene-schwartz/the-greatest-mistake-marketers-make-is-trying-to-create-demand/) [Eugene Schwartz](https://sms4smile.com/quotes/author/eugene-schwartz/) > [No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise.](https://sms4smile.com/quotes/eugene-schwartz/no-sentence-can-be-effective-if-it-contains-facts-alone-it-must-also/) [Eugene Schwartz](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/eugene-schwartz/the-arts-not-only-imbue-our-sense-of-sight-balance-movement-touch-and/) [Eugene Schwartz](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/eugene-schwartz/copy-is-not-written-if-anyone-tells-you-you-write-copy-sneer-at-them/) [Eugene Schwartz](https://sms4smile.com/quotes/author/eugene-schwartz/) [Explore all 7 Eugene Schwartz quotes ](https://sms4smile.com/quotes/author/eugene-schwartz/) ## More Desire quotes > [I put myself in the student's place and remember the frustrations, doubts, determination, and desires I felt when I was going through the initial…](https://sms4smile.com/quotes/ted-martinez/i-put-myself-in-the-student-s-place-and-remember-the-frustrations/) [Ted Martinez](https://sms4smile.com/quotes/author/ted-martinez/) > [Passion is what you need to be good, an unforgiving passion.](https://sms4smile.com/quotes/david-easton/passion-is-what-you-need-to-be-good-an-unforgiving-passion/) [David Easton](https://sms4smile.com/quotes/author/david-easton/) > [I want the municipality to be a helping hand to the man with a desire of sympathy, to help the fallen when it is…](https://sms4smile.com/quotes/john-burns/i-want-the-municipality-to-be-a-helping-hand-to-the-man-with-a-desire/) [John Burns](https://sms4smile.com/quotes/author/john-burns/) > [Ye youths and virgins, when your generous blood Has drunk the warmth of fifteen summers, now The loves invite; now to new rapture wakes…](https://sms4smile.com/quotes/john-armstrong/ye-youths-and-virgins-when-your-generous-blood-has-drunk-the-warmth/) [John Armstrong](https://sms4smile.com/quotes/author/john-armstrong/) > [I have observed this in my experience of slavery, - that whenever my condition was improved, instead of its increasing my contentment, it only…](https://sms4smile.com/quotes/frederick-douglass/i-have-observed-this-in-my-experience-of-slavery-that-whenever-my/) [Frederick Douglass](https://sms4smile.com/quotes/author/frederick-douglass/) > [“THE ESSENCE OF YOUR DESIRE IS A FEELING”](https://sms4smile.com/quotes/danielle-laporte/the-essence-of-your-desire-is-a-feeling/) [Danielle LaPorte](https://sms4smile.com/quotes/author/danielle-laporte/) > [On the brink of being satiated, desire still appears infinite.](https://sms4smile.com/quotes/jean-rostand/on-the-brink-of-being-satiated-desire-still-appears-infinite/) [Jean Rostand](https://sms4smile.com/quotes/author/jean-rostand/) > [If there is any period one would desire to be born in, is it not the age of Revolution; when the old and the…](https://sms4smile.com/quotes/ralph-waldo-emerson/if-there-is-any-period-one-would-desire-to-be-born-in-is-it-not-the/) [Ralph Waldo Emerson](https://sms4smile.com/quotes/author/ralph-waldo-emerson/) > [He caught her, she fell, he caught her in his arms, he held her tightly unconscious of what he was doing. He held her…](https://sms4smile.com/quotes/victor-hugo/he-caught-her-she-fell-he-caught-her-in-his-arms-he-held-her-tightly/) [Victor Hugo](https://sms4smile.com/quotes/author/victor-hugo/) > [ Teaching might even be the greatest of the arts since the medium is the human mind and spirit. My three \[great teachers\] did not… ](https://sms4smile.com/quotes/john-steinbeck/teaching-might-even-be-the-greatest-of-the-arts-since-the-medium-is/) [John Steinbeck](https://sms4smile.com/quotes/author/john-steinbeck/) > [“The deepest urge in human nature is the desire to be important.”](https://sms4smile.com/quotes/john-dewey/the-deepest-urge-in-human-nature-is-the-desire-to-be-important/) [John Dewey](https://sms4smile.com/quotes/author/john-dewey/) > [In discovering books, you became free to explore the full range of human motives, desires, secrets, and lies. All my life, people have scolded…](https://sms4smile.com/quotes/betsy-lerner/in-discovering-books-you-became-free-to-explore-the-full-range-of/) [Betsy Lerner](https://sms4smile.com/quotes/author/betsy-lerner/) > [I have never been in, nor have I had any strong particular desire to be in, what is termed a costume drama, but I…](https://sms4smile.com/quotes/martin-freeman/i-have-never-been-in-nor-have-i-had-any-strong-particular-desire-to/) [Martin Freeman](https://sms4smile.com/quotes/author/martin-freeman/) > [Now I am in the place I call this wide wide Heaven because it includes all my simplest desires but also the most humble…](https://sms4smile.com/quotes/alice-sebold/now-i-am-in-the-place-i-call-this-wide-wide-heaven-because-it/) [Alice Sebold](https://sms4smile.com/quotes/author/alice-sebold/) > [“from THE DEVIL YOU KNOW : She wanted him too. He could see it in the rapid rise of her breasts. He could smell…](https://sms4smile.com/quotes/emery-lee/from-the-devil-you-know-she-wanted-him-too-he-could-see-it-in-the/) [Emery Lee](https://sms4smile.com/quotes/author/emery-lee/) [Browse all 15,155 Desire quotes ](https://sms4smile.com/quotes/about/desire/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "This is the copywriters task: not to create mass desire — but to channel and direct it.", "creator": { "@type": "Person", "name": "Eugene Schwartz" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/eugene-schwartz/this-is-the-copywriters-task-not-to-create-mass-desire-but-to-channel/", "about": { "@type": "Thing", "name": "Desire" }, "@id": "https://sms4smile.com/quotes/eugene-schwartz/this-is-the-copywriters-task-not-to-create-mass-desire-but-to-channel/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/5e6/eugene-schwartz-50247_desire_this-is-the-copywriters-task-not-to-crea_2441186.png", "contentUrl": "https://sms4smile.com/quotes/i/5e6/eugene-schwartz-50247_desire_this-is-the-copywriters-task-not-to-crea_2441186.png", "url": "https://sms4smile.com/quotes/i/5e6/eugene-schwartz-50247_desire_this-is-the-copywriters-task-not-to-crea_2441186.png", "width": 1080, "height": 1080, "caption": "“This is the copywriters task: not to create mass desire — but to channel and direct it.” — Eugene Schwartz", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://sms4smile.com/" }, { "@type": "ListItem", "position": 2, "name": "Quotes", "item": "https://sms4smile.com/quotes/" }, { "@type": "ListItem", "position": 3, "name": "Eugene Schwartz", "item": "https://sms4smile.com/quotes/author/eugene-schwartz/" }, { "@type": "ListItem", "position": 4, "name": "This is the copywriters task: not...", "item": "https://sms4smile.com/quotes/eugene-schwartz/this-is-the-copywriters-task-not-to-create-mass-desire-but-to-channel/" } ], "@id": "https://sms4smile.com/quotes/eugene-schwartz/this-is-the-copywriters-task-not-to-create-mass-desire-but-to-channel/#breadcrumb" }, { "@type": "WebSite", "@id": "https://sms4smile.com/quotes/#website", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "publisher": { "@id": "https://sms4smile.com/quotes/#organization" } }, { "@type": "Organization", "@id": "https://sms4smile.com/quotes/#organization", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "logo": { "@type": "ImageObject", "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png", "width": 512, "height": 512 } } ] } ```