Copywriting

“Ken—” said Bob.

“Yes?” said Ken.

“What’s the greatest thing you learned after all your time working with Gene?”

“Gene” is Eugene Schwartz, widely considered one of the best direct-response copywriters of the twentieth century.

“Ken” is internet marketing pioneer Ken McCarthy.

“Bob” is prolific copywriter Bob Bly. He’s moderating a panel of copywriters,

To write better copy, remember that you’re selling the reader on a better version of themselves.

- Source: common knowledge in conversion copywriting

The Rule of One for copywriting:

You have one reader. One big idea. One promise. And one offer.

Source: unknown person who is no longer alive, probably in advertising and direct response copywriting in the 1920’s.