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In this video, the speaker discusses the "Rule of One," a concept learned from Michael Masterson, the chief growth strategist at Agora Publishing. Agora is a leading information seller with over a billion dollars in revenue, and Masterson developed a successful acquisition strategy that involves numerous copywriters creating demand through impactful writing. The speaker emphasizes Masterson's unique ability to consistently generate successful offers and empower others, even those with no prior selling experience, to write copy that yields significant revenue—often exceeding millions from a single message. Masterson's book, "Great Leads," introduces this crucial concept as foundational to effective copywriting.
