You don’t have to tell, to explain, to convince, to persuade.
You just have to listen, understand, and play back.
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.
When you are looking for a culprit, remember there’s always someone who ate the last cookie in the jar.
Of course, that jar was full at some point. And the person who ate the last cookie might be the one who ate them all, the one who ate most of them, the one who ate some of them, or the one who just ate that last one.
Blame is assigned with great ease to those who are most exposed.
But if it’s reasons you are after, if you want to avoid the jar getting empty sooner than you expected the next time you fill it with your favourite cookies, you have to look a bit farther, a bit deeper, a bit more carefully.