{"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"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>1960s wisdom Schwartz - on fulfilling market desires - www.winningthinking.co.uk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/winningthinking.co.uk\/?p=634\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"1960s wisdom Schwartz - on fulfilling market desires - www.winningthinking.co.uk\" \/>\n<meta property=\"og:description\" content=\"&#8220;Let\u2019s get to the heart of the matter. The power, [...]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/winningthinking.co.uk\/?p=634\" \/>\n<meta property=\"og:site_name\" content=\"www.winningthinking.co.uk\" \/>\n<meta property=\"article:published_time\" content=\"2012-07-31T14:11:45+00:00\" \/>\n<meta name=\"author\" content=\"ionostest\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"ionostest\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/winningthinking.co.uk\\\/?p=634#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/winningthinking.co.uk\\\/?p=634\"},\"author\":{\"name\":\"ionostest\",\"@id\":\"https:\\\/\\\/winningthinking.co.uk\\\/#\\\/schema\\\/person\\\/018fe961d8c94a6bd8f767d89aff5614\"},\"headline\":\"1960s wisdom Schwartz &#8211; on fulfilling market desires\",\"datePublished\":\"2012-07-31T14:11:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/winningthinking.co.uk\\\/?p=634\"},\"wordCount\":78,\"commentCount\":0,\"articleSection\":[\"Growth\",\"Management development\",\"Uncategorized\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/winningthinking.co.uk\\\/?p=634#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/winningthinking.co.uk\\\/?p=634\",\"url\":\"https:\\\/\\\/winningthinking.co.uk\\\/?p=634\",\"name\":\"1960s wisdom Schwartz - on fulfilling market desires - www.winningthinking.co.uk\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/winningthinking.co.uk\\\/#website\"},\"datePublished\":\"2012-07-31T14:11:45+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/winningthinking.co.uk\\\/#\\\/schema\\\/person\\\/018fe961d8c94a6bd8f767d89aff5614\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/winningthinking.co.uk\\\/?p=634#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/winningthinking.co.uk\\\/?p=634\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/winningthinking.co.uk\\\/?p=634#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/winningthinking.co.uk\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"1960s wisdom Schwartz &#8211; on fulfilling market desires\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/winningthinking.co.uk\\\/#website\",\"url\":\"https:\\\/\\\/winningthinking.co.uk\\\/\",\"name\":\"www.winningthinking.co.uk\",\"description\":\"immediate results today\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/winningthinking.co.uk\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/winningthinking.co.uk\\\/#\\\/schema\\\/person\\\/018fe961d8c94a6bd8f767d89aff5614\",\"name\":\"ionostest\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ffbf889e7b6d764cefd589d310344fd04c427d32c64782cd968e2c56d1c4dade?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ffbf889e7b6d764cefd589d310344fd04c427d32c64782cd968e2c56d1c4dade?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ffbf889e7b6d764cefd589d310344fd04c427d32c64782cd968e2c56d1c4dade?s=96&d=mm&r=g\",\"caption\":\"ionostest\"},\"url\":\"https:\\\/\\\/winningthinking.co.uk\\\/?author=5\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"1960s wisdom Schwartz - on fulfilling market desires - www.winningthinking.co.uk","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/winningthinking.co.uk\/?p=634","og_locale":"en_GB","og_type":"article","og_title":"1960s wisdom Schwartz - on fulfilling market desires - www.winningthinking.co.uk","og_description":"&#8220;Let\u2019s get to the heart of the matter. The power, [...]","og_url":"https:\/\/winningthinking.co.uk\/?p=634","og_site_name":"www.winningthinking.co.uk","article_published_time":"2012-07-31T14:11:45+00:00","author":"ionostest","twitter_card":"summary_large_image","twitter_misc":{"Written by":"ionostest"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/winningthinking.co.uk\/?p=634#article","isPartOf":{"@id":"https:\/\/winningthinking.co.uk\/?p=634"},"author":{"name":"ionostest","@id":"https:\/\/winningthinking.co.uk\/#\/schema\/person\/018fe961d8c94a6bd8f767d89aff5614"},"headline":"1960s wisdom Schwartz &#8211; on fulfilling market desires","datePublished":"2012-07-31T14:11:45+00:00","mainEntityOfPage":{"@id":"https:\/\/winningthinking.co.uk\/?p=634"},"wordCount":78,"commentCount":0,"articleSection":["Growth","Management development","Uncategorized"],"inLanguage":"en-GB","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/winningthinking.co.uk\/?p=634#respond"]}]},{"@type":"WebPage","@id":"https:\/\/winningthinking.co.uk\/?p=634","url":"https:\/\/winningthinking.co.uk\/?p=634","name":"1960s wisdom Schwartz - on fulfilling market desires - www.winningthinking.co.uk","isPartOf":{"@id":"https:\/\/winningthinking.co.uk\/#website"},"datePublished":"2012-07-31T14:11:45+00:00","author":{"@id":"https:\/\/winningthinking.co.uk\/#\/schema\/person\/018fe961d8c94a6bd8f767d89aff5614"},"breadcrumb":{"@id":"https:\/\/winningthinking.co.uk\/?p=634#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/winningthinking.co.uk\/?p=634"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/winningthinking.co.uk\/?p=634#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/winningthinking.co.uk\/"},{"@type":"ListItem","position":2,"name":"1960s wisdom Schwartz &#8211; on fulfilling market desires"}]},{"@type":"WebSite","@id":"https:\/\/winningthinking.co.uk\/#website","url":"https:\/\/winningthinking.co.uk\/","name":"www.winningthinking.co.uk","description":"immediate results today","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/winningthinking.co.uk\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Person","@id":"https:\/\/winningthinking.co.uk\/#\/schema\/person\/018fe961d8c94a6bd8f767d89aff5614","name":"ionostest","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/secure.gravatar.com\/avatar\/ffbf889e7b6d764cefd589d310344fd04c427d32c64782cd968e2c56d1c4dade?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ffbf889e7b6d764cefd589d310344fd04c427d32c64782cd968e2c56d1c4dade?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/ffbf889e7b6d764cefd589d310344fd04c427d32c64782cd968e2c56d1c4dade?s=96&d=mm&r=g","caption":"ionostest"},"url":"https:\/\/winningthinking.co.uk\/?author=5"}]}},"_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}]}}