"Let’s get this one thing straight right now. You cannot create a desire. You can only channel the desire that already exists in the marketplace."
Schwartz, E. M. (1969). Breakthrough Advertising. Advertising Age. breakthrough advertising eugene schwartz pdf
Alex sat back, staring at the numbers. He realized the PDF he had almost deleted wasn't just a book about writing sentences. It was a book about empathy. "Let’s get this one thing straight right now