Love me some Bill Victor. He was the reason his work came so easy to me. I had his voice figured out right away, and as a copywriter, that’s the part that’s most important.
His gym was different from the rest. It wasn’t pretentious. It wasn’t a place to “cruise” chicks. That’s what led me to the manifesto on his back wall. I did renderings of the elements I thought he should have in his gym to sell him on it. It’s good to do so you don’t waste the client’s money! They can easily get a sense of what it would look like before “going live.”