I'm not pulling on my driveway. We all know what that means. It's time for their drive to work.

Coronavirus edition. So I've been using my time at home to interview people.

And today I have a fun guest, Ari Zerulnik, who is, I guess on paper is a senior copywriter.

But we're going to talk about what he does today and that one of the things that the reason I want to have already on is there's a lot of cool things that go on behind the scenes making

magic and I think people focus on a very few of them so one of my goals is to sort of you know

introduce you guys to other things that happen that you don't even think about but that

are key to making magic hi Ari hey Mark how's? Okay, so we're going to break down.

You actually have a, I know you wear a lot of hats and do a lot of things. So we're going to start

with sort of your official main job and then go to other things that you also do, because I know you

you do lots of stuff. Okay, so let's start by talking about package copywriting. What is package copywriting?

What is that?

Well, you see, Mark, the key component of package copywriting is, first you have the package of magic cards,

and then you have the copy that's written to go on it.

But more specifically, I, well, actually, up until this week, and I can't get up that later, wrote all of the

words that went on every single physical magic product. So that's like the tagline that's on the

back of your box of draft boosters to the sales text that's under it. That's the extremely and

delightfully unhinged secret repair-care product copy on the website.

I don't do all the web copy, just secret layer.

But if there is words on a box or pack or sleeve of magic cards, I put them there.

And for those, I mean, it's funny that a lot of people don't think about, like, the packs on some level have to do more than sell themselves.

Like, we have to, the packs themselves have to say why they're exciting and what's going on.

That I think the enfranchised audience thinks like everybody knows everything, but no, most audience don't.

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