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Now, note what I didn’t say but what was still rather obvious. Read the quote again to see if you pick it up. Give up? What I didn’t say was that the jewelers were making a small fortune each time they sold a Seiko. I didn’t have to say it, yet the readers could come to their own conclusion all by themselves using their intuition, thought, and emotions. Had I made it too obvious, by adding the line “and jewelers are making a small fortune,”
The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
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