[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"$fPBj0iTE_s6nhumOtLwJ9yGUDSF1XMaxZPAbu-N07BB4":3,"$fQu512rjh3JNWLQFpOLhTuOM5hsZJVTcvmGaIVi1xWAI":12},{"author":4,"tags":11},{"author_id":5,"author_name":6,"author_name_first_letter":7,"article_count":8,"bio":9,"short_bio":9,"bio_jsonld":9,"slug":10,"image_url":9},202454,"Eugene Schwartz","E",6,null,"eugene-schwartz",[],{"quotes":13,"pagination":52},[14,21,27,33,39,46],{"id":15,"quote_text":16,"author_id":5,"source_id":8,"has_image":17,"author":18,"source":19,"quote_tag":20,"commentary":9},3020346,"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.",false,{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"id":22,"quote_text":23,"author_id":5,"source_id":8,"has_image":17,"author":24,"source":25,"quote_tag":26,"commentary":9},3020336,"There is your audience. There is the language. There are the words that they use.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"id":28,"quote_text":29,"author_id":5,"source_id":8,"has_image":17,"author":30,"source":31,"quote_tag":32,"commentary":9},3020327,"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.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"id":34,"quote_text":35,"author_id":5,"source_id":8,"has_image":17,"author":36,"source":37,"quote_tag":38,"commentary":9},3020323,"The greatest mistake marketers make is trying to create demand.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"id":40,"quote_text":41,"author_id":5,"source_id":8,"has_image":17,"author":42,"source":43,"quote_tag":44,"commentary":45},3020312,"This is the copywriters task: not to create mass desire – but to channel and direct it.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],"**The Backstory**\n\nEugene Schwartz, a renowned copywriter and advertising executive, penned these words during his prolific career in the mid-20th century. As a key figure in the development of modern advertising, Schwartz drew upon his extensive experience crafting compelling copy for various industries. His work was marked by an unwavering commitment to understanding human desire and leveraging it through targeted marketing strategies.\n\n**The Hidden Insight**\n\nSchwartz's assertion that the copywriter's task is not to create mass desire but to channel and direct it reveals a subtle yet profound paradox. On one hand, creating mass desire might seem like a more effective approach, as it caters to broad appeal; however, this tactic often ends in diluted impact, as the desire itself becomes watered down by being spread too thinly across a wide audience.\n\n**How to Use This**\n\nModern professionals and creatives can apply Schwartz's insight by adopting a more focused and nuanced approach to marketing. Rather than attempting to create mass appeal through generic messaging, they should strive to identify and target specific desires within their audience, creating targeted campaigns that speak directly to these needs and channel them towards a clear goal or action.",{"id":47,"quote_text":48,"author_id":5,"source_id":8,"has_image":17,"author":49,"source":50,"quote_tag":51,"commentary":9},3020301,"No sentence can be effective if it contains facts alone. It must also contain emotion, image, logic, and promise.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"currentPage":53,"totalPages":53,"totalItems":8,"itemsPerPage":54},1,10]