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There is your audience. There is the language. There are the words that they use.

Eugene Schwartz

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Eugene Schwartz
Audience
Words
Language
Use

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The greatest mistake marketers make is trying to create demand.
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No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise.
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The 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 of possibility, invention and genius.
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This is the copywriters task: not to create mass desire — but to channel and direct it.
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