Will Bench

If you want to create the common sense that comes from twenty years of being in the world, you need to devote twenty years to the task. You can't assemble an equivalent collection of heuristics in less time; experience is algorithmically incompressible.

Ted Chiang, The Lifecycle of Software Objects

Harry Dry rules for copywriting:

1) A great sentence is a good sentence made shorter.

2) Writing great copy begins with having something to say in the first place.

3) Copy is like food. How it looks matters.

4) Since the look of copy matters so much, don't write copy in Google Docs. Write it in Figma (so you can write and design at the same time).

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