Introduction

Copywriters learning from bakers and swimmers

There was a baker in my hometown, and he had a Gold Medal Bakery that ranked with the best in the UK. His bread was truly something else. After I’d left home I always used to take one of his loaves with me, and when each one ran out I could never find any as good, anywhere.

He protected his recipe fiercely, and refused to tell anyone its secrets— not even his sons who worked in the business, not until he was ready. But then, unexpectedly, he fell off his perch. And with him went his recipe, forever.

The Gold Medal Bakery is now a memory, as are the loaves that we all loved, and the moral of this tale is that knowledge, no matter how precious, needs to be shared. If it isn’t, it dies. ...

Get Copywriting, 2nd Edition now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.