Advertising is salesmanship multiplied. Nothing more. And advertising copy, or copywriting, is salesmanship in print. The purpose of a copywriter's job is to sell. The selling is accomplished by persuasion with the written word, much like a television commercial sells (if done properly) by persuading with visuals and audio. So it stands to reason that knowing some basic rules or techniques about writing effective copy is in order.
The story of the notorious Mexican drug lord, El Chapo, has acquired all the elements of the Hollywood drama. From the humble start to the massive wealth, high security prison escapes, business genius blended with cold-blooded and violent cruelty, a gun battle, which killed some of his body guards, culminating in long months of manhunts, a frantic attempt to escape into the sewer, and a carjacking, as well as the arrest of some Mexican marines, El Chapo has done quite a lot.