manage that is by speaking directly to their situation and context by excluding everybody else. Far better to be loved by someone than ignored by everyone.

when you speak from your personal experience, you open the door for others to understand you and relate to you. It’s why in this book I often use my own life—my family, my experiences, the joys, the sad moments—to frame and explain concepts about copywriting and creativity.

Each of these titles speaks to a particular pain point the reader might be experiencing: a question they have, a result they want, a lifestyle they desire. Then, within each one of these pieces, you can (and should) talk about how you learned the very same thing the reader is looking to learn, so the reader can better imagine themselves moving forw