“Ken—” said Bob.

“Yes?” said Ken. 

“What's the greatest thing you learned after all your time working with Gene?”

“Gene” is Eugene Schwartz, widely considered the best direct-response copywriter of the 20th century. 

“Ken” is internet marketing pioneer, Ken McCarthy. 

“Bob” is prolific copywriter Bob Bly. He’s moderating a panel of copywriters, all of whom worked closely with Gene Schwartz. The panel assembled to honor his career after his death.

Ken took a beat. 

“Bottom line,” he said, “the most important thing Gene taught me: copywriters don’t create demand. We channel existing demand.”

“Ah,” said Bob. “Yes.”

“We’re not paddling,” said Ken, “we’re sailing. We put up our sails and let the wind take us. So many businesses make the fatal mistake of trying to ram a product down the throats of a market because they think it’s a great product. It never works. What does work — and what produces phenomenal results — is getting to know the demand and the needs and wants and dreams and desires of people and crafting products that satisfy those needs and crafting ads that speak to those needs.”

Copywriters are sailing. 

We don’t create demand for products. We channel it. 

Makes things easier.

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