Joseph Sugarman Inspirational Quotes (5)

If it is your assignment to write copy for a product or service that you really don’t have a feel for, then you have a great deal of studying to do to make sure you understand who your customer is and what motivates him or her.

View every problem as an opportunity.

All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.

You must become an expert on a product, service or anything you write about to really be effective.

Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if sliding down a slippery slide.