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Free Wikis: Terry: No, it's kind of like building a website. Jay: Yes. If you can write a book and keep it timeless, that's going to be the best for you. That means when you write a book, don't say anything in it that will soon be dated. Write it in a way that you want it to be timeless; that's why books that I wrote in the 70's and 80's are still on the bestseller lists. I wanted to make timeless books, and luckily that happened. Terry: Now the book writing part of it is one part, but you're very strong on the copywriting side of it too I believe, aren't you? Jay: Oh, I love copywriting, yes. Terry: When you sit down and you're going to write a sales letter for a direct mail piece or a website, do you have a formula that you just sort of follow along? Jay: The formula that I use¡K my favorite number is ten so I figure whenever I'm writing, if I can find ten ways to compartmentalize it. In other words, it starts with this, and the next place you go is here, and then you go to the third thing. I try to make sure I cover ten points. That makes it easy to write a book or write a sales letter. It doesn't overwhelm me and prevents me from writing too much or not enough. That's sort of an unwritten formula that I use. I break everything up into ten and then it's easy to write ten chapters one at a time or a ten-page chapter one at a time. That's the formula I use. My formula is that I only work on Mondays, Tuesdays, and Wednesdays, that I'm a fast typist, and all of my friends know that I'm not available to talk to them on a Monday, Tuesday, or Wednesday; they respect that. So do my clients.
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