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Kindle Notes & Highlights
[the advertising] profession involves taking a product, studying it, learning what’s unique about it, and then presenting that “uniqueness” so that the consumer is motivated to buy the product.
Get attention. Communicate. Persuade. Ask for a response.
What makes a great copy
buyers often prefer educational-type advertising material: advertising that respects their intelligence,
If you haven’t done some selling in your headline, you have wasted 80 percent of your client’s money.
“The best headlines appeal to people’s self-interest, or give news.”
Your headline can perform four different tasks: Get attention. Select the audience. Deliver a complete message. Draw the reader into the body copy.
