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132 - How Marketers Can Affect Change and Channel Desire, With Aaron Orendorff

The Marketing Millennials

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The Copywriter's Task Is Not to Create Desire

Eugene Schwartz's Breakthrough Advertising is one of his seminal works. He says copywriters should channel existing desire within a sizable enough market from some object to whatever it is you're selling. "You're tapping into their fears, the negative emotions on one hand and their hopes, what they already want"

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