[Breakthough Copywriter] How to Avoid Advertising Failures - Eugene Schwartz

Schwartz says that good advertising is based on Mass Desires. He defines those as the “mass spread of a private want”. Meaning – there is something I want out there and someone has produced a product that will help me become or attain that want I need filled.
The problem with most advertising is that it's really schlock. (You can fill in any other word you want there.)
Most advertising is “schlock” because copywriters, advertising managers, and even CEO's won't look up and study the classic books on copywriting and advertising.
By the quality of advertising today, anyone can estimate that it's far more than half-wasted these days. The vast bulk of ads out there are wasted marketing dollars...
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