Lyndon B. Johnson was certainly not a copywriter. He also wasn’t one of my favorite presidents either. However, he is responsible for a statement that I think would be a great mantra for a copywriter who desires to always create great, relevant, to the point content.

“What convinces is conviction. Believe in the argument you’re advancing. If you don’t, you’re as good as dead. The other person will sense that something isn’t there, and no chain of reasoning, no matter how logical or elegant or brilliant, will win your case for you.”

– Lyndon B. Johnson

While the quote does not directly discuss writing, it does relate well the concept behind any form of writing. If you’re going to write for customers, you better be good at accurately conveying their message!