Have you heard the saying "When life gives you lemons. Go make lemonade."
That's what our next quote is about recognizing opportunities in adversities.
“Each problem has hidden in it an opportunity so powerful that it literally dwarfs the problem. The greatest success stories were created by people who recognized a problem & turned it into an opportunity.”
- Joe Sugarman
One of the key principles of copywriting is identifying a painpoint, a problem, a sticking point. Talking about that. Emphathizing and relating our target's problems. Then going beyond that and really driving the pain so much so that they would want to solve it more urgently.
In copywriting, as in business, opportunities comes from problems and dealing with them.