Looking for Effective Copywriting advice site - ('persuasion world expert' etc)

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I am trying to educate our office about the merits of copy that is
a) short
b) objective / factual
c) highly structured

About a year ago I came across a copywriting 'world expert'
how had PROVED the above by careful experiment that measured
the effectiveness of different copystyles. The trouble is that
I can't now find the site... nor can I remember the guy's name?

- Any thoughts?

Shiperton Henethe

p.s. Fwiw, I think this persuasion expert was on record as being cited
"most intelligent man on the planet"...  not that I believed that
but it was good stuff nonetheless...

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