Josue Valles

In 1982, a paper company paid to teach America how to write. The editor of Reader's Digest wrote the ad. 44 years later, it's still the most useful thing I've read for the age of AI slop:

1) Know exactly what you want to say before you start

Most people start writing and figure it out as they go. That's why most writing sucks. Thompson says outline first, write second. Revolutionary concept, apparently.

2) Start where your readers are, not where you are

Don't assume people know what you know. Meet them at their level of understanding, then bring them along. Most "experts" write for other experts and wonder why nobody gets it.

3) Use familiar word combinations

Thompson's example:

A scientist wrote "The biota exhibited a one hundred percent mortality response."

Translation: "All the fish died."

Stop trying to sound smart. Start trying to be clear.

4) Arrange your points logically

Put the most important stuff first. Then the next most important. Then the least important. Seems obvious, but most people do it backwards.

5) Use "first-degree" words

Thompson says some words bring immediate images to mind. Others need to be "translated" through first-degree words before you see them.

"Precipitation" => "Rain"
"Utilize" => "Use"
"Facilitate" => "Help"

6) Cut the jargon

Thompson warns against words and phrases "known only to people with specific knowledge or interests." If your mom wouldn't understand it, rewrite it.

7) Think like your reader, not like yourself

Thompson asks: "Do they detract from clarity?" Most writers ask: "Do I sound professional?" Wrong question.

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This ad is from 1982.

The web wouldn't exist for another decade.

Social media wasn't even a concept.

But the principles of clear communication haven't changed and, IMO, will never change.

Most people don't write clearly because they're trying to impress others instead of just being clear.

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I see this a lot:

Professionals sitting on a ton of expertise, but translating it into meaningful content feels like a massive time sink.

​If that sounds like you, apply for a 1:1 LinkedIn sprint session.

In 90 minutes, we'll build out a modular setup for your content, so you stop wasting time figuring out how to write and start producing high-performing content that actually does justice to your body of work.

DM me "sprint" for the details.

Here's the last list of AI tools you'll ever need (no joking):

Paul Rand designed logos for IBM, UPS, and ABC. When Steve Jobs asked him for options on a $100,000 logo project, Rand said "no." Then presented the most airtight creative pitch I've ever seen:

In the late 80s, Steve Jobs had just been ousted from Apple and was looking for redemption with his new venture, NeXT.

He wanted the best visual identity money could buy, so he reached out to Paul Rand, a 72-year-old titan of design.

Jobs asked Rand for a standard agency approach.

Rand pushed back: "No. I will solve your problem for you. And you will pay me. And you don’t have to use the solution. If you want options, go talk to other people."

Rand flew to California and presented a single brochure.

It walked Jobs through the entire logic of the design: why a cube was visually stronger than a flat square, why the logo needed to be tilted at a precise 28-degree angle to stand out, and why the 'e' needed to be lowercase.

By the time Jobs turned the final page to reveal the black cube with the neon letters, the logic was so irrefutable that he had already bought in.

There were no alternatives.

There was no "Option B."

Jobs looked at the logo, paused, and asked for only one change: a brighter yellow for the 'e'.

Rand pushed back again:"I’ve been doing this for fifty years, and I know what I’m doing."

Jobs relented, smiled, and hugged him.

Key Takeaways:

1. When you present a solution, do not lead with the final product. Lead with the diagnosis and the logic. By the time the client sees the answer, it should feel inevitable, not optional.

2. If you do exactly what the client asks (even when you know it's wrong) you are a pair of hands, not an expert brain. High fees are paid for the confidence to say "No."

3. Clients don't want choices. They want relief. They are paying you to take the risk of decision-making off their shoulders. You don't need to offer clients just one option, per se, but help them make the best decision.

In 1984, J. Walter Thompson ran this copy test once. Thousands took it. Only 10 people landed jobs. Those 10 people went on to become the brightest creative stars in the business. Here is the exact test they had to pass:

1. The Poppy Putrid Song

"You are the songwriter for hitmaker Poppy Putrid. She's just had three recent No. 1 hits. All love songs. For her next hit, Poppy wants a song about moldy pizza, rancid butter, and flat beer. Her agent is convinced it should be another love song. Make it both."

This tests your ability to handle Cognitive Dissonance. Can you marry two conflicting concepts to create something memorable. Does your brain break when the pattern is disrupted?

2. Dialogue in a Dark Alley

"Write a Dialogue in a Dark Alley. (Not more than 200 words.)"

This tests your ear for dialogue. Great copy doesn't sound like writing; it sounds like speaking.

3. The Taxi Strike

"The Transit Authority has denied a request by the city's taxi drivers to increase fares... The cabbies have gone on strike... As a rookie reporter, it's your opportunity to shine. Write the banner headline and a story not to exceed 500 words."

This tests Persona Adoption. They want to see if you can inhabit the mindset of a hungry, ambitious rookie.

4. The Martian Speech

"A delegation of Martians has just landed in Central Park... Prepare a short speech (comprised of pictures and symbols) to welcome them..."

This tests Simplification. Do you actually understand the core concept well enough to draw it?

5. Walletsize Books

"You are a writer for Walletsize Books. Describe the history of the United States in 100 words or less."

This tests Editorial Judgment. Anyone can write a 10-page essay. It takes a master to decide what to cut.

6. The Trappist Monk

"You've heard the story about the man who made a fortune selling refrigerators to Eskimos... how would you sell a telephone to a Trappist monk who is observing the strict Rule of Silence?"

This tests Benefit vs. Feature. You must sell the benefit relative to the specific user's worldview.

7. Gun Control vs. NRA

"Design/draw two posters. One is for legislating strict gun-control laws. The other is in support of the NRA."

This tests Radical Empathy. To be a great copywriter, you must be able to detach from your own ego and advocate effectively for the client, regardless of your personal beliefs.

8. The Dime Campaign

"Develop a script for a popular network television program that will convince the show's millions of viewers to each send in a dime. (You have 30 seconds to be convincing.)"

In a 30-second script, you need urgency and a psychological hook immediately. You must trigger an emotional response in seconds.

---

We have become obsessed with tools, hacks, and algorithms.

But the fundamentals of persuasion haven't changed in 40 years.

- Simplification
- Empathy
- Brevity
- Psychology

Which of these prompts would be the hardest for you to answer?👇

In 2014, I found a book so rare I had to pay $900 for it. It's 60 years old now, but it's still the best marketing advice I've ever read:

The book is "Breakthrough Advertising" by Gene Schwartz.

Back in 2014, they weren't printing new copies, so you had to buy it from a reseller. I paid $900 for a beat-up paperback that looked like it survived a hurricane. These days you can buy it for $199 or so.

1. Sell at the identity level

People want to become someone who doesn't need your product anymore. A founder buying productivity software doesn't want better time management. They want to become the type of person who naturally prioritizes the right things. Sell the identity shift, not the tool.

Just look at Marlboro. They didn't sell cigarettes - they sold the rugged, independent identity of the "Marlboro Man." They sold that same identity for 30 years straight.
(Not endorsing the product, just analyzing the marketing.)

2. Match awareness levels or die

People exist at 5 different levels of awareness. Some don't know they have a problem. Others know the problem but not the solution. Others know both but don't know you exist. Your message HAS to match their awareness level or it bounces off.

3. The most sophisticated markets buy based on mechanism, not results

When markets mature, everyone promises the same outcomes. Weight loss, more revenue, better productivity…boring.

Sophisticated buyers want to know HOW you deliver those results differently.

They're buying your unique mechanism, not your generic promise. So, if you’re in a mature market, spend more time refining the HOW instead of the WHAT.

4. Amplify existing beliefs instead of changing them

It's easier to amplify what people already believe than to change their minds. If your audience believes "networking is everything," don't try to convince them otherwise…show them how your product amplifies their networking.

If they believe "content is king," position yourself as the kingmaker.

Swim with the current of their existing beliefs, don't fight against it.

---

When it comes to books, I typically look for old ones, especially if they're still popular in inner circles. They're usually founded on principles, and principles never change.

While everyone's reading "AI Marketing for 2025" and "TikTok Growth Secrets," the fundamentals haven't budged in decades.

Some other books worth reading:

1. Made to Stick - Chip & Dan Heath
2. Scientific Advertising - Claude Hopkins
3. Contagious - Jonah Berger
4. The Copywriter's Handbook - Bob Bly
5. Oversubscribed - Daniel Priestley
6. Obviously Awesome - April Dunford
7. Tested Advertising Methods - John Caples
8. Thinking Fast & Slow - Daniel Kahneman
9. Purple Cow - Seth Godin
10. The Brain Audit - Sean D'Souza

What else would you add? 👇

If the world's biggest brands were 100% honest, what would their ads say?

1. Apple

"You will pay a 40% premium for this phone because of the color of text bubbles."

2. McDonalds

"Calorie-dense sustenance available in three minutes. You are here because you are drunk, broke, or in a rush."

3. Google

"We are an advertising firm that offers you free tools in exchange for a complete log of your location, curiosity, and private thoughts."

4. RedBull

"An elevated heart rate in a can. We are a marketing company that outsources beverage production."

5. Coca-Cola

"A mixture of carbonated water and high-fructose corn syrup capable of eroding tooth enamel and contributing to Type 2 diabetes."

6. Nike

"Marketing athletic excellence while outsourcing manufacturing to the lowest bidder in developing nations."

7. Zara

"Clothes designed to fall apart after six washes so you are forced to buy the next trend."

8. Louis Vuitton

"We sell coated canvas at a 2,000% markup to signal your social status to people you do not know."

9. Visa

"We take a 3% tax on almost every transaction in the global economy."

10. Starbucks

"A milkshake disguised as coffee, serving as a socially acceptable sugar addiction for adults."

What else would you add? 👇

In 1984, J. Walter Thompson ran this copy test once. Thousands took it. Only 10 people landed jobs. Those 10 people went on to become the brightest creative stars in the business.

Here is the exact test they had to pass:

1. The Poppy Putrid Song

"You are the songwriter for hitmaker Poppy Putrid. She's just had three recent No. 1 hits. All love songs. For her next hit, Poppy wants a song about moldy pizza, rancid butter, and flat beer. Her agent is convinced it should be another love song. Make it both."

This tests your ability to handle Cognitive Dissonance. Can you marry two conflicting concepts to create something memorable. Does your brain break when the pattern is disrupted?

2. Dialogue in a Dark Alley

"Write a Dialogue in a Dark Alley. (Not more than 200 words.)"

This tests your ear for dialogue. Great copy doesn't sound like writing; it sounds like speaking.

3. The Taxi Strike

"The Transit Authority has denied a request by the city's taxi drivers to increase fares... The cabbies have gone on strike... As a rookie reporter, it's your opportunity to shine. Write the banner headline and a story not to exceed 500 words."

This tests Persona Adoption. They want to see if you can inhabit the mindset of a hungry, ambitious rookie.

4. The Martian Speech

"A delegation of Martians has just landed in Central Park... Prepare a short speech (comprised of pictures and symbols) to welcome them..."

This tests Simplification. Do you actually understand the core concept well enough to draw it?

5. Walletsize Books

"You are a writer for Walletsize Books. Describe the history of the United States in 100 words or less."

This tests Editorial Judgment. Anyone can write a 10-page essay. It takes a master to decide what to cut.

6. The Trappist Monk

"You've heard the story about the man who made a fortune selling refrigerators to Eskimos... how would you sell a telephone to a Trappist monk who is observing the strict Rule of Silence?"

This tests Benefit vs. Feature. You must sell the benefit relative to the specific user's worldview.

7. Gun Control vs. NRA

"Design/draw two posters. One is for legislating strict gun-control laws. The other is in support of the NRA."

This tests Radical Empathy. To be a great copywriter, you must be able to detach from your own ego and advocate effectively for the client, regardless of your personal beliefs.

8. The Dime Campaign

"Develop a script for a popular network television program that will convince the show's millions of viewers to each send in a dime. (You have 30 seconds to be convincing.)"

In a 30-second script, you need urgency and a psychological hook immediately. You must trigger an emotional response in seconds.

---

We have become obsessed with tools, hacks, and algorithms.

But the fundamentals of persuasion haven't changed in 40 years.

- Simplification
- Empathy
- Brevity
- Psychology

Which of these prompts would be the hardest for you to answer?👇

Jony Ive said Dieter Rams' work was the foundation for almost everything Apple designed. Rams was head of design at Braun for 34 years and designed over 500 products. Every one followed the same 10 principles:

1. Good design is innovative. Not different for the sake of it. Innovative in the sense that it solves a real problem in a way nobody thought to try.

2. Good design makes a product useful. People shouldn't have to read a manual to understand your work.

3. Good design is aesthetic. Rams didn't separate beauty from function. He believed that things you use every day shape your environment, and ugly tools make an ugly life.

4. Good design makes a product understandable. The product should explain itself. The form should make the function obvious.

5. Good design is unobtrusive. Design is not art. It doesn't exist to express the designer. It exists to serve the person using it. The moment someone notices "the design," you've already failed.

6. Good design is honest. It doesn't make a product appear more than it is.

7. Good design is long-lasting. Rams designed a shelving system in 1960 that Vitsoe still sells today...unchanged. He was designing things that would never need to be redesigned.

8. Good design is thorough down to the last detail. Nothing is arbitrary. Nothing is left to chance. If a detail doesn't serve the whole, it doesn't belong.

9. Good design is environmentally friendly. He said this in the 1970s. Decades before sustainability became a talking point, Rams argued that wasting resources through thoughtless design was a form of disrespect.

10. Good design is as little design as possible. His motto: "Less, but better." Strip away everything that doesn't serve the purpose, and what remains is the design.