Copywriting was a mystery - until one mentor completely transformed my approach…

I remember when I first heard the term copywriting, that was an entirely new concept to me. And when I went to go try and find stuff on it, it was few and far between. Robert Bly wrote the Copywriter's Handbook. That was really my first introduction into copy. And I actually paid Bob to review the copy that I was writing, which I was writing full page ads for my hypnosis centers. It speeded up my learning curve considerably, because to be able to see what I wrote then, to see what a professional did with my words, what he took out, what he changed, what he left was a kind of fast track way of internalizing the process somewhat, as opposed to just studying and writing, actually, someone taking your words that you thought were good enough and tweaking them and making them much better.