Eugene SchwartzThe arts not only imbue our sense of sight, balance, movement, touch and hearing, they also lift our logical minds - the traditional focus of modern education - into the reaches o… ▶372Thought
Eugene SchwartzThis is the copywriters task: not to create mass desire — but to channel and direct it.375Hope
Eugene SchwartzCopy 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 se… ▶263Philosophy
Eugene SchwartzBreakthrough 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.142Truth
