Agora's Big Black Book
The “privileged secrets” of editorial, copy, marketing, and management of a publishing group: four books and 225 articles, from editor onboarding to the publisher's manual. Available in a bilingual edition.
Works
What came out of theory, on paper and in practice.
Three fronts: the compendium, the copy book, and the program with a free entry. Start at the bottom, rise from the inside.
Publications
The compendium
The copy book
The books.
The Art of Selling Ideas
With John Forde, the legendary copywriter behind hundreds of millionaire students. The root-level copy textbook of the last decade — 381 pages, hardcover, required reading at the Empiricus MBA.
The program
Projeto Centurion
The Centurion was, in the Rome of 25 B.C., the rank above the common: the soldier who commanded hundreds. That is where the program's name comes from — and the yardstick it runs by.
A five-step process: the printed book, free, to start; live root-level copy sessions; personalized feedback and guidance; evaluation with sales in a real audience; and finally the rank of Centurion — by merit, in numbers limited each month.
Inspired by the imperial army hierarchy: at the base, the common soldiers; at the top, the centurions — the most valuable, and the ones who command the legions. In marketing, the yardstick is the same: the sale.
Free, from the inside
Get the “Insider Perspective”.
My read on markets, on publishing businesses, and on the copy that moves them — without the noise of those watching from outside. While the list is not open yet, leave your e-mail: I will let you know at the first send.
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No spam. Leave whenever you want.
How the free entry works
No card, no commitment.
1. You leave your e-mail — in the form above, or directly on the networks.
2. You receive the entry point — whatever material and access are open at the moment.
3. You rise by results — the next steps depend on practice and evaluation, not on promises.
While the Insider Perspective queue is opening, the best thing you can do with your e-mail here is leave it above.