Book Excerpt: 'Breakthrough Advertising'

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The force that creates sales, that powers our present economy, is desire. Mass Desire, spread among millions of men and women. And the art of salesmanship, fundamentally and primarily, is expanding this desire. Expanding it horizontally, among more and more people. Expanding it vertically, by sharpening and magnifying it -- by building it to such a pitch that it overcomes the obstacles of skepticism, lethargy and price, and results in the sale.


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.


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