Book Excerpt: 'Breakthrough Advertising'
Advertising is salesmanship in print. Therefore, above everything else, advertising is the literature of desire. It is society's encyclopedia of dreams … our 20th-century Wish Book. Advertising gives form and content to desire. It provides it with a goal.
A copy writer's first qualifications are imagination and enthusiasm. You are literally the script writer for your prospect's dreams. You are the chronicler of his future. Your job is to show him in minute detail all the tomorrows that your product makes possible for him.