“Ken...” said Bob.

“Yes?” said Ken. 

“What's the greatest thing you learned after all your time working with Gene?” said Bob.

“Gene” is Eugene Schwartz, widely considered the best conversion copywriter of the 20th century. 

“Ken” is internet marketing pioneer, Ken McCarthy. 

“Bob” is prolific copywriter Bob Bly. He’s moderating a panel of copywriters, all of whom worked very closely with Gene Schwartz. 

(This is years ago. Gene had just passed away. The panel was assembled to honor him and discuss his profound career.)

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Ken took a second to think. 

“Bottom line, the most important thing Gene taught me...” he said. “Copywriters don’t create demand. We channel existing demand.”

“Ah,” said Bob. “Yes.”

“We’re not paddling,” said Ken. “We’re sailing. We put up our sails and let the wind take us. So many businesses make the fatal mistake of trying to ram a product down the throats of a market because they think it’s a great product. It never works. What does work — and what produces phenomenal results — is getting to know the demand and the needs and wants and dreams and desires of people and crafting products that satisfy those needs and crafting ads that speak to those needs.”

What’s the greatest copywriting lesson?

Channel the demand. 

Makes things easier. 

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