I once heard Gary Bencivenga say—
But wait. First, let me do things properly, and first tell you who Gary is, in the odd case you don’t know, or remind you of the man’s accomplishments, in case you do.
Gary Bencivenga is widely regarded as the world’s greatest living copywriter.
That praise is based not on subjective impressions, but on hard numbers.
An executive at Rodale Press, a big direct response publisher, said that Gary never lost a split-run test when going up against other top copywriters.
An executive at Phillips publishing, another major direct response company, said that Gary had more winners than anybody else.
Gene Schwartz, a legendary copywriter and the author of the bible in the field, Breakthrough Advertising, summed it up by saying there are only four or five true masters of copywriting — and Gary is one of them.
With that intro, let me tell you what I heard Gary say once.
Gary said he advised a client, a publishing company, to purchase a small financial newsletter, lock stock and two smoking barrels, simply because of an enthusiastic testimonial the newsletter had gotten. (The author of that testimonial was a certain Warren Buffett.)
So great, says Gary, is the value of really convincing proof.
Going by that logic, I am hereby putting in my offer to buy Lawrence Bernstein’s Ad Money Machine — the entire site, all the content, and the domain. I am doing this based simply on the following testimonial, which comes from Gary Bencivenga himself:
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One of the secrets I teach copywriters and marketers who want to be more successful is to be sure they read a great direct response ad every day.
But where do you find an almost limitless supply of great ads to be inspired by?
The best source I have ever found is Lawrence’s site. I’ve been writing copy for more than 40 years now, and I still do my ‘ad-a-day’ thing, just to keep sharp.
I never fail to be inspired with new ideas when browsing through Lawrence’s collection of ads. I would gladly have paid him ten times, even 100 times its price. Investing in your own knowledge is always the greatest investment you can make, and this is one of the smartest ways to do it.
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I don’t know how much Gary paid to get Lawrence’s daily serving of a great response ad.
I do know I paid Lawrence $97 per month for it for a long time, and then I paid him $997, last year, in one lump sum, for a lifetime subscription.
You, however, can get the same lifetime subscription I paid $997 for, the same subscription that Gary says is “one of the smartest ways” to invest in yourself, and you can get it for free.
You can get it for free as part of the “Unannounced Bonus” promo I am doing for my Copy Riddles program this week, which runs until this Sunday at 12 midnight PST.
For more info on Copy Riddles, or to invest in yourself before this deal disappears: