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Headlines connect with the customer. And promise to meet the need.
Support the promise with Benefits. Benefits. Benefits.
But what about "features"? Tell me how beneficial they are.
Ask for the order.
Tell me what you want me to do …Call …Log on …Fax …Buy.
Our approach to advertising copy is to identify the hot buttons and then quench the desire.
We'd like to say a few good words about you.
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