You don’t have to tell, to explain, to convince, to persuade.

You just have to listen, understand, and play back.

That’s copywriting.

Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the heart of millions of people, and focus those already existing desires onto a particular product.

Eugene Schwartz, Breakthrough Advertising (1966)

P.S.: Thanks Katelyn Bourgoin for sharing this in the first place.