This are some great morsels of goodness in this interview. I couldn't stop reading it on the treadmill, lol. This is my favorite quote and keep in mind that he's saying this on a copywriting blog.

"Writers still concentrate too much on the text and not enough on formatting and presentation. Making the content you create readable, portable and memorable is what will gain success. I think this is a hard thing to swallow for a lot of writers. They want the words, the thing they sweat over the most, to be the only thing that matters. But it just doesn’t work that way. People scan and don’t read, so you have to format your content to meet that reality."