When I was younger, I was so crazy about poetry that I didn't notice who was noticing. It seemed to me so tremendous and large.
Robert HassRead
Copy 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 series of building blocks, you are putting the building blocks together, and then you are putting them in certain structures, you are building a little city of desire for your person to come and live in.
Interpretation
Copywriting is a process of assembling ideas rather than just writing them down.
Eugene Schwartz emphasizes that copywriting is not merely a matter of writing words; it is the art of assembling different elements to create a persuasive message. Just like building a city requires combining various structures, effective copy requires putting together ideas and emotions that entice and engage the audience, inviting them into a desired action or mindset.
In practice
A marketing seminar discussing effective copywriting techniques.
When I was younger, I was so crazy about poetry that I didn't notice who was noticing. It seemed to me so tremendous and large.
I love rock-n-roll. I think it's an exciting art form. It's revolutionary. Still revolutionary and it changed people. It changed their hearts. But yeah, even rock-n-roll has a lot of rubbish, really bad music.
The object of art is not to make salable pictures. It is to save yourself.
To be of mixed blood is a great gift for a writer. I have one foot on tribal lands and one foot in middle-class life.
Architecture is not just for the moment, it is not just for the next fashion magazine.
My mother likes what I cook, but doesn't think it's French. My wife is Puerto Rican and Cuban, so I eat rice and beans. We have a place in Mexico, but people think I'm the quintessential French chef.
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