PART TWO
Not just an amazing interview on marketing and advertising, but a veritable mini course on the subject. If you have any interest in marketing, advertising and copywriting, you need to watch this.
Quotes from the videos:
"...What you think is going to happen doesn't matter to much... it's what happens that counts"
"The real basis for persuasion is to understand what motivates a man"
"The writer is concerned with what he puts into his writing... the communicator is concerned not just with what he puts into a piece of writing, but with what the reader gets out of it... he learns that the reader reads with his ego, his emotions, with his compulsions, his prejudices, his urges and his his aspirations... and that he plots with his brain to rationalise the facts until they become the tools of his desire"
"If we proceed purely on an intellectual basis we're not going to get very far"
"...it's up to the man who's doing the persuading to tap those passions for good, moral purposes"
"A good creative man, demands good research..."
"...work without conviction won't sell"
"...the essence of impact is saying things the way they were never said before"
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