Copy Logic! The New Science of Producing Breakthrough Copy Quotes

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Copy Logic! The New Science of Producing Breakthrough Copy (Without Criticism) Copy Logic! The New Science of Producing Breakthrough Copy by Michael Masterson
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“This distinction is important — but, when we critique copy, it is often forgotten. Even experienced marketers sometimes forget that the goal is not to measure the copy against some qualitative ideal but to determine if it will perform well in the marketplace.”
― Michael Masterson, Copy Logic! The New Science of Producing Breakthrough Copy
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