Quote by David Ogilvy
Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.
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.
You know that fiction, prose rather, is possibly the roughest trade of all in writing. You do not have the reference, the old important reference. You have the sheet of blank paper, the pencil, and the obligation to invent truer than things can be true. You have to take what is not palpable and make it completely palpable and also have it seem normal and so that it can become a part of experience of the person who reads it.