Copywriting, 2nd Edition

Acknowledgments

Writing this book was a labor of pure love (with the accompanying labor pains), and it was a relief to eventually get all of this proven thinking out of my head and into print once and for all. Finally I could rest, knowing that I had preserved all of the invaluable knowledge I’d built up over years of sweating and toiling, sifting and writing, squeezing my brain like a sponge to drip out juicy messages in the middle of noisy creative studios. I had fulfilled one of my lifetime’s ambitions: I had created something that might actually last into posterity.

But it’s only a book, and what can a book do? Well, this book traveled around the world and started to capture imaginations in many different and wonderful ways. I had little ...