“Let’s get to the heart of the matter. The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. Copy cannot create desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people, and focus those already existing desires onto a particular product. This is the copywriter’s task: not to create this mass desire — but to channel and direct it.”
"The world is changed by your example, not your opinion."
- Paulo Coelho
Influence
"No matter what people tell you, words and ideas can change the world."
- Robin Williams
Influence
"There is no greater good in all the world than motherhood. The influence of a mother in the lives of her children is beyond calculation."
- James E. Faust
Influence
"Who can justly measure the righteous influence of a mother’s love? What enduring fruits result from the seeds of truth that a mother carefully plants and lovingly cultivates in the fertile soil of a child’s trusting mind and heart? As a mother, you have been given divine instincts to help you sense your child’s special talents and unique capacities."
- Richard G. Scott
Influence
"If you do build a great experience, customers tell each other about that. Word of mouth is very powerful."
- Jeff Bezos
Influence