"The essential building block is...the true love that is impossible to define for those who have never experienced it and unnecessary to define for those who have."

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Copy is not written. If anyone tells you ‘you write copy’, sneer at them. Copy is not written. Copy is assembled. You do not write copy, you assemble it. You are working with a series of building blocks, you are putting the building blocks together, and then you are putting them in certain structures, you are building a little city of desire for your person to come and live in.

— Eugene Schwartz