The Secret Weapon of the World's Top Copywriters Obvious Adams is a
short and simple story that was written almost a century ago.
Hardly anyone has heard of it, but those who do swear by it, and
they tend to be some of the world's top copywriters. For example,
Gary Bencivenga, who retired in 2003 as the world's most effective
and highest paid copywriter, named Obvious Adams as one of the most
important copywriting and business books he's ever read. Some say
that Bencivenga was given the book by David Ogilvy himself, the
father of modern advertising. And some even whisper that the
allegorical character of Obvious Adams is a veiled reference to
Claude Hopkins, whose work is studied by serious marketers to this
day. So make use of this treasure that you hold in your hands. Read
it once, to enjoy the story. Then read it a second time, to
appreciate the wisdom that it shares. Make notes in the margins,
and carefully apply what you learn - and your future customers will
thank you for having done so
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