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The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells, by Robert W. Bly

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When is it okay to use technical terms, and when is it best to explain the concept in plain English? I have two rules:
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The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells
The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells
by Robert W. Bly
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