You cannot create desire. You can only channel existing desire onto your product.
First published in 1966, by Eugene Schwartz is widely regarded as one of the most important books in the history of marketing and copywriting. Unlike many modern marketing guides that focus on temporary digital trends, Schwartz’s masterpiece delves into the timeless psychological underpinnings of consumer behavior. Core Philosophy: Channelling Mass Desire breakthrough advertising by eugene schwartz pdf
It is a book about
Schwartz built his framework on one unbreakable rule: You cannot create desire