{"id":634,"date":"2012-07-31T15:11:45","date_gmt":"2012-07-31T14:11:45","guid":{"rendered":"https:\/\/news.icebreakerexecutive.com\/?p=624"},"modified":"2012-07-31T15:11:45","modified_gmt":"2012-07-31T14:11:45","slug":"1960s-wisdom-schwartz-on-fulfilling-market-desires","status":"publish","type":"post","link":"https:\/\/winningthinking.co.uk\/?p=634","title":{"rendered":"1960s wisdom Schwartz &#8211; on fulfilling market desires"},"content":{"rendered":"<blockquote><p>&#8220;Let\u2019s get to the heart of the matter. The power, the  force, the overwhelming urge to own that makes advertising work,\u00a0comes  from the market itself, and not from the copy.<\/p>\n<p>Copy cannot create desire for a product. It can only take the hopes,  dreams, fears and desires that\u00a0already exists\u00a0in the hearts of millions  of people,\u00a0and focus those already existing desires onto a particular  product.&#8221;<\/p>\n<p>Schwartz<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;Let\u2019s get to the heart of the matter. The power,  [&#8230;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14,15,1],"tags":[],"class_list":["post-634","post","type-post","status-publish","format-standard","hentry","category-growth","category-management-development","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/winningthinking.co.uk\/index.php?rest_route=\/wp\/v2\/posts\/634","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/winningthinking.co.uk\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/winningthinking.co.uk\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/winningthinking.co.uk\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/winningthinking.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=634"}],"version-history":[{"count":0,"href":"https:\/\/winningthinking.co.uk\/index.php?rest_route=\/wp\/v2\/posts\/634\/revisions"}],"wp:attachment":[{"href":"https:\/\/winningthinking.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=634"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/winningthinking.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=634"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/winningthinking.co.uk\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=634"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}