“This is the copywriter’s task: not to create this mass desire – but to channel and direct it. Actually, it would be impossible for any one advertiser to spend enough money to actually create this mass desire. He can only exploit it. And he dies when he tries to run against it. Let me repeat. This mass desire must already be there. It must already exist. You cannot create it and you cannot fight it. But you can – and must – direct it, channel it. Focus it onto your particular product.”

- How Rodale Inc. Evolved Its Content Strategy to Become the World’s Largest Health and Wellness Media Company (via janefriedman)

Lessons…