What makes you great at copywriting? Mantras by John Bevins.

One of the most important steps toward greatness in anything you do is to work with the greats. Get their feedback. Take their advice. And most importantly, see how they do what they do. But for most of us, such encounters of the third kind are not so possible. Last week I made this possible […]

In the craft of copywriting, – – – – – – – is all.

copywriting key proposition

It was one of the top 32 copywriters in the world, John Bevins, who highlighted the Holy Grail of copywriting in his cover quote of my book, Copywriting in Action. “It’s there, in six words” he says, “in this job – – – – – – – is all. Search out that sentence, dear reader” […]