Our first treasure comes from the System Club interview with Gary Bencivenga, widely regarded as the most effective copywriter of the last 50 years.

Gary’s famous for being the “control beater” in the most competitive arena of ad copy: subscription building for the top print newsletters.

This interview is the ONLY interview Gary has ever granted. (See my previous statement about “nowhere else, in any form.” Many of the gems in our archive fit that category.)

We’re going to start with Part One, Gary Bencivenga – the Early Years which answers the question:

“How do you go from knowing nothing to being at the top of one of the most competitive fields on earth?”