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Joseph Sugarman is one of the best American copywriters. His name is on a par with the names of David Ogilvy, John Caples and Leo Barnett. You will learn what works in advertising and what does not, and learn how to avoid the traps that beginner copywriters fall into. Dive into this treasure trove of knowledge - one of the most intelligent and comprehensive books on the topic of copywriting, marketing and advertising creativity. The lessons are easy to learn, because the author uses the same techniques in the text that he teaches the reader to grab attention.