How a TV interview with legendary singer/songwriter Robbie Robertson put the icing on the cake for me about a crucial problem in copywriter — on towering copywriter Gene Schwartz revealed on an obscure video, and certainly is Gene’s biggest secret for all copywriter. Something not even found in “Breakthrough Advertising.”

The big problem with how people go about writing copy: We’ve got to shake old habits. The most important revelation is, contrary to what most people think, copy is not “written.” This new method makes things so much easier, and makes results so much better.

What Gene Schwartz said about his biggest secret: It’s a completely new and unique perspective, but it’s really consistent with everything else Gene says. Just takes it to a new level. And, interestingly enough, it’s also remarkably similar to the way Robbie Robertson wrote his most iconic hit song.

The pieces of the puzzle you want to put together: A quick review of the initial work you want to do in order to take full advantage of Gene Schwartz’s biggest copywriting secrets. It’s a little bit of hard work in the beginning that makes writing the copy so much easier.

Where you get the material to assemble: This is where we talk about the three main areas that you get your “ingredients” for all of the puzzle pieces. For a lot of people, at least one of these areas will be very surprising!


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