This is the utopian thing that could happen for anybody who’s selling something.

Let’s say that there is a reporter for the New York Times, the Los Angeles Times, the Wall Street Journal, your local newspaper. And for some reason, he comes out to your place to do a story. He asks you all kinds of questions about you, and he asks you all kinds of questions about your business.

And then, he falls in love with you and he falls in love with your business, and he returns to the paper and he sits down at his word processor and he writes a glowing article about how wonderful you are, about how wonderful your product is, all of the benefits of using it, etc., etc.

And almost as a public service, he informs the people, at the end of the article, how they can get in touch with you.

Now that is a utopian situation, which is unlikely to happen. So, if you want to guide for writing copy, you be that reporter. You be that reporter, and you write that, and then you have it set up and make it look as though it were an article that appeared in the paper.

Gary Halbert, Gary Halbert: XXX, p.183