Nobody reads ads — people read what interests them Specificity sells The list matters more than the copy — Halbert Read your copy out loud — Boron Letter 22 Can I visualize it? Can I falsify it? Can nobody else say it? "Tale of Two Young Men" generated $2 billion 1975–2003 Coat of Arms letter ran 30+ years, 600M mailed Starving crowd beats great copy $100M from one cold email — Jason Cohen Every sentence's job is to get the next sentence read — Sugarman Nobody reads ads — people read what interests them Specificity sells The list matters more than the copy — Halbert Read your copy out loud — Boron Letter 22 Can I visualize it? Can I falsify it? Can nobody else say it? "Tale of Two Young Men" generated $2 billion 1975–2003 Coat of Arms letter ran 30+ years, 600M mailed Starving crowd beats great copy $100M from one cold email — Jason Cohen Every sentence's job is to get the next sentence read — Sugarman