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Advertising Secrets of the Written Word outlines the essential principles of copywriting for mail‑order advertisements. The opening section explains how to design a persuasive graphic, craft a compelling first sentence, and create the ideal buying environment. The second section delves into key copy elements—including typeface, paragraph headings, and anticipating buyer objections—and discusses psychological triggers like honesty, credibility, value, and the desire to belong.
First publish date: 1998
Genre: Business & Economics/Marketing
Authors: Joseph Sugarman
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Advertising secrets of the written word by Joseph Sugarman

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