Copy Cannot Create Desire For A Product (Quote)

Created: March 2, 2023
Updated: January 5, 2024

#copy cannot create desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people, and focus those already-existing desires onto a particular product. This is the copywriter’s task: not to create this mass desire – but to channel and direct it.

Eugene Schwartz