You should write something that you yourself would read.”
“OK, but don’t you have any promotional tips?”
“That was a promotional tip.”
“OK, but don’t you have any promotional tips?”
“That was a promotional tip.”
promotion
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You should write something that you yourself would read.” “OK, but don’t you have any promotional tips?” “That was a promotional tip.”
Your words must serve the idea. That’s all. In researching this
Write the way you talk. Naturally.
“I doubt if more than one campaign in a hundred contains a big idea. I am supposed to be one of the more fertile inventors of big ideas, but in my long career as a copywriter I have not had more than 20, if that. Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or
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