Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.

Summary

In this quote, the author emphasizes the importance of genuine belief in the product or service being promoted when creating copy. Merely writing for the sake of earning a living or using a sarcastic tone won't produce effective copy. Instead, the writer must genuinely believe in what they are selling, which translates into more persuasive and authentic language. Passion and conviction in the product positively influence the quality of the copy, making it more likely to resonate with potential customers and have a greater impact.

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