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December 1, 2006, Newsletter Issue #89: Salesmanship in print

1

Tip of the Week

Advertising legend David Ogilvy said that good copywriting was really "salesmanship in print." Ogilvy was referring to a special form of advertising, called "direct response" advertising. Today, "direct response" can be found anywhere there is advertising: they usually prompt you to "call now" or "click here." Of course, the primary function of any ad should be to sell something. Good advertising will lead the prospective consumer to buy something.



2

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