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.
You are a person who belongs to a category of one.
Or probably better put in the words of somebody who knew better.
That does not mean that you are alone, not necessarily. It means that you are unique. That what works for others, maybe will not work for you. That what others consider ok, maybe is not ok for you. That you have the full power to write your own story and to be proud of it.
Of course, it also means that others around you are unique. That they might have a completely different point of view. That they might see things that are crystal clear to you in a completely different manner. That they might argue with you, disagree with you, be mad at you, while still fulfilling their own unique story. And be proud of it.
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.