Robert C.Worstell

find and promote the highest possible quality services and products to people – so they can buy and use them to improve their lives and become/achieve everything they want.

studying each one in terms of what is its mass desire, what are the claims, what are the mechanisms it's describing, how it persuades (or fails) to get the viewer/listener to act, and how it could be improved.

need only go to the massive ad buys for the Super Bowl to see the gargantuan waste of advertising money that can't accurately be measured for any actual return on investment (ROI).

Instead, you'll see excuses being offered as “brand awareness” and “corporate goodwill”.

Advertising awards are now based on how entertaining any ad is, without regard to how effective they were in sales.

should be designed as “salesmanship in print” (or video, or audio) – and so an ad is only as effective as it sells. That's the only viable metric – did sales increase?

Because they now know after reading his book

• how to find a market for their product,

• how to determine the awareness and sophistication of that market, and

• how to tailor their product to it with a good ad – or hire copywriters that can.

He will mention the use of a single principle as a solution for a particular problem early on, and then describe how that principle works several dozen pages later in a different scenario.

The correct solution, the right headline, the perfect ad – all lie buried in the problem itself

That trick is within the goal of the the copywriter, where they only work to “take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those already existing desires onto a particular product.”