Gary Bencivenga is my absolute favorite copywriter.
Why?
1. He didn't just sell "make money" shit, he also sold other products - which is MUCH harder.
2. He is modest, down-to-earth and humble.
3. He does more research than anyone else.
Short:
He had his own advertising agency and was able to beat big names like Eugene Schwartz etc. as a freelance copywriter.
At direct marketing publisher Rodale, he NEVER lost a split test.
Why?
Here is his biggest secret, which hungary telegram screening I learned from a rare video seminar of his:
"Make the advertising so valuable that the reader wants to keep it."
Example?
This ad:
Advertising text by Gary Bencivenga
The ad is written like an article and tells you most of the "difficult questions".
However, not all of them.
Bencivenga is also a master of curiosity
And yet you still want to cut out the ad and keep it so that you at least have a choice of questions, which can be really difficult.
Unfortunately, Gary has not written a book.
But he has a website where he shares many of his "secrets".