Category Archives: eugene schwartz

operational words give you a method to work from..

creativity = connect two different ideas that logically would not go together up until that moment

looking for a brand new connection

startle, stop, inspire, move your reader..

headline should not try to sell

should not try to identify the company

dont present overwhelming power

goal of headline is to read the next sentence underneath

greatest asset is to listen

mistake you for his mirror image

ask questions.. show appreciation.. listen

you are writing to a single person who shares the problem or desire with a huge mass of other people

more accurate and more knowledgeable than anyone you come up against..

you do not write copy, you assemble a series of building blocks.. building a city of desire for them to come live in.