If you've been around marketing/copywriting for any length of time at all, you know one of the 'tricks of the trade' is to go back to the "old masters".
Dig up proven methods and strategies from 40, 50, 60 and even 100 years ago.
Many of us have had great success by learning from marketing legends like Eugene Schwartz, Claude Hopkins, John Caples, Leo Burnett and more.
I'm sure you've heard many of these names and maybe you've learned from them as well. But this letter is NOT about them.
Instead, I want to tell you how I stumbled across a real-life mystery that resulted in one of the rarest and most valuable resources you'll ever hear about in the world of marketing....
There's one marketer whose name I won't mention just yet.....but he's a hero of mine. I've studied his work for years and, to the best of my knowledge, I own everything he's ever produced.
It would be impossible to overstate how much of an impact this marketer has had on my career.
It's important you know this in order to understand what got me so excited.
Just like a painter who has studied every Monet painting that Monet ever produced...
Or a guitarist who has listened to every single note that Eddie Van Halen ever recorded....
Or a photographer who's studied every photograph shot by Ansel Adams....
...I've know this man's work like the back of my own hand.
Or, at least I thought I did.
But, back in March of 2015, I was reading through some old articles by this amazing marketer....
...and I saw something that made me freeze in my tracks.
There, near the bottom of the page in one of his newsletters, there was a tiny 4-line paragraph in which he openly said...
"I learned everything I know about marketing from __________"