An email from MJ:

I’ve been a full-time copywriter for nearly 30 years, and a six-figure freelancer for 18 of those years. I’d be hard pressed to name a more potent technique in copywriting than the “What if it said” copy review technique [you taught me]. I’ve been teaching it to my clients (and getting paid to do so) ever since. One very smart and already successful client told me she got ten times the normal response… the first time she used this technique after I taught it to her. Thank you for making me a hero!