In 1995, after eight years of programming at a large word processor company, Robert John Stevens teamed up with BYU linguistic professor Melvin J. Luthy, PhD to create the ultimate software writing tool at WriteExpress. "I collected every prewritten letter I could find," Robert explains. "I sorted them into 500 topics, stripped them down to their skeletons and then hired dozens of professional writers to create fresh, unique letters, helpful writing tips, useful steps, and example phrases and sentences." With Luthy's expert editing from his kitchen table, they created thousands of letter-writing templates to help people communicate more effectively and packaged their content as a standalone app and as add-ons for popular word processors.
Robert began to sell their software online, and when Google Ads (then called AdWords) launched he purchased pay-per-click advertising to drive traffic to their site and increase sales. "We often spent $20,000 to $30,000 each month on AdWords. It was great but as competition increased so did the cost of advertising per sale," said Robert. "More and more people expected to find free templates online."