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Eugene Schwartz is one of copywriting and advertising’s legends. His story is well known among copywriters: He started in mail order as a delivery boy in 1949 and became a junior copywriter before the end of that year. By 1951, he was a copy chief andbecame the president of his own mail order firm in 1954. He skills as a copywriter led him to become one of advertising’s highest paid consultants (Rodale Press once paid him a commission of $54,000 for four hours work).