Eugene Schwartz writes in his book:
"Let's get to the heart of the matter. The power, the force, the overwhelming urge to possess that makes advertising work comes from the market itself and not from the advertising copy.
'The text cannot create a desire for a product.
'He 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 on a particular product.
'That is the job of the copywriter : not to jordan telegram screening create this desire - but to channel and direct it. In fact, a single advertiser cannot spend enough money to actually create this desire.
'And he dies if he tries to run into it.'
PS
Here I have written out the most important ideas from the book: Breakthrough Advertising: 5 Things You Can Learn from Eugene Schwartz
PPS
Schwartz spends page after page emphasizing the importance of headings . Here are 155 heading ideas for you .