Eugene Schwartz Quotes & Sayings

Breakthrough 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. — Eugene Schwartz

This is the copywriters task: not to create mass desire - but to channel and direct it. — Eugene Schwartz

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. — Eugene Schwartz

No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise. — Eugene Schwartz

The greatest mistake marketers make is trying to create demand. — Eugene Schwartz

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