kevin@thegaryhalbertletter.com

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Beware of copywriters that have a college education in advertising or marketing. 99% of people teaching college students don't know a thing about real world direct marketing, and shouldn't be allowed to teach others theory. No successful direct marketer would ever encourage an up and coming copywriter to get their marketing education at a traditional college. I believe, as do many other advertising men, that mail orderis the greatest copy writing school in the world. In mail order for reasons which I'll reveal later in this book, YOU learn techniques and approaches to copy—especially new-product and news copy—that you learn in no other branch of this business. Gene Schwartz Breakthrough Advertising

Keywords

One hour a day, read. Read everything in the world
except your business. Read junk. Very much junk.
Read so that anything that interests you will stick in
your memory. Just read, just read, just read… There is
your audience. There is the language. There are the
words that they use.
He’s referring to studying your audience. Before writing a single word of their
sales letter, top copywriters spend weeks or months talking to prospects,
reading their favorite magazines, and studying sales letters that have worked
(or even failed) with that audience in the past

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