Copywriting Quotes

People aren't interested in you.
They're interested in themselves

Copy is a direct conversation with the consumer.

Don't confuse visibility with credibility.

Consumers do not buy products. They buy product benefits.

Before you put pen to paper, before you ring for your stenographer, decide in your own mind what effect you want to produce on your reader — what feeling you must arouse in him.

It follows that unless your headline sells your product, you have wasted 90 percent of your money.