This article hails from the pre-politically correct era of exclusive male pronouns.
It’s succinct and still amazingly insightful in 2015 because we face the same problems ad writers of fifty years ago did, namely: “what to say,” “how to say it” and “where and how to start.” The boldings and italics are mine.
“I Write With My Ears”
by Gene Schwartz
Copywriting is the simplest of all possible jobs. It consists solely of turning items into ads, of making the physical verbal, of constructing an emotional holograph of the product so convincing that people will part with their good money to share it. [Read more…] about I Write With My Ears (by Eugene Schwartz)