3-2-1: Anticipation vs. Expectation, How to Write an Ad, and the Definition of Love | James Clear

Eugene Schwartz , the mastermind behind many brilliant advertising campaigns, on how to write a good ad:

“Let’s get right down to the heart of the matter. The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself and not from the copy.

Copy cannot create desire for a product. It can only take the hop... See more

“Anticipate, but don’t expect.

Anticipation: You’re excited for what the future holds, but you don’t try to control it.

Expectation: You try to predict the future and restrict your happiness to one outcome.

Always be excited about the possibilities. Never be entitled to them.”

“Whenever there is a gap between your habits and your goals, your habits will always win.”

“Study as if you know nothing.

Work as if you can solve anything.”