- Page 2 and 3: Praise forJoseph Sugarman’s Previ
- Page 4 and 5: From Seminar Participants Who Learn
- Page 6 and 7: The depth of knowledge and the skil
- Page 8 and 9: TheAdweekCopywritingHandbook
- Page 10 and 11: TheAdweekCopywritingHandbookThe Ult
- Page 12: To Mary Stanke, whose support throu
- Page 15 and 16: CONTENTS20. Selling a Cure, Not Pre
- Page 17 and 18: FOREWORD: THE SUGARMAN LEGACYSchwar
- Page 20: AcknowledgmentsMany people have con
- Page 24 and 25: The Origins of This Book Introducti
- Page 26 and 27: INTRODUCTION: THE ORIGINS OF THIS B
- Page 28 and 29: INTRODUCTION: THE ORIGINS OF THIS B
- Page 32 and 33: Understanding the Process PreviewTh
- Page 34 and 35: General Knowledge Chapter 1The prep
- Page 36 and 37: GENERAL KNOWLEDGEknowledge and come
- Page 38 and 39: Specific Knowledge Chapter 2I was s
- Page 40 and 41: SPECIFIC KNOWLEDGEYou Must Know You
- Page 42 and 43: SPECIFIC KNOWLEDGEnever sell me ins
- Page 44: SPECIFIC KNOWLEDGEexplained its fea
- Page 47 and 48: UNDERSTANDING THE PROCESSBut the be
- Page 50 and 51: The Purpose of All the Graphic Elem
- Page 52 and 53: THE PURPOSE OF ALL THE GRAPHIC ELEM
- Page 54 and 55: The First Sentence Chapter 5If the
- Page 56: THE FIRST SENTENCEmay lose your rea
- Page 59 and 60: UNDERSTANDING THE PROCESSThe Honolu
- Page 61 and 62: UNDERSTANDING THE PROCESSYou Contro
- Page 63 and 64: UNDERSTANDING THE PROCESSGet the cu
- Page 65 and 66: UNDERSTANDING THE PROCESSSee if you
- Page 67 and 68: UNDERSTANDING THE PROCESSSo our fif
- Page 69 and 70: UNDERSTANDING THE PROCESSthe ladder
- Page 71 and 72: UNDERSTANDING THE PROCESSOf course
- Page 73 and 74: UNDERSTANDING THE PROCESSHeadline:
- Page 75 and 76: UNDERSTANDING THE PROCESSHow often
- Page 78 and 79: Assumed Constraints Chapter 9Have y
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ASSUMED CONSTRAINTStary would throw
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Seeds of Curiosity Chapter 10We hav
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SEEDS OF CURIOSITYneed your help. P
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SEEDS OF CURIOSITYSince I was a lit
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UNDERSTANDING THE PROCESSad. We’l
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UNDERSTANDING THE PROCESSAt the tim
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UNDERSTANDING THE PROCESSof. The Ru
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UNDERSTANDING THE PROCESSmobile CB
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UNDERSTANDING THE PROCESSwrite it,
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The Incubation Process Chapter 13It
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THE INCUBATION PROCESSthe luxury, y
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How Much Copy Should You Write? Cha
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HOW MUCH COPY SHOULD YOU WRITE?But
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HOW MUCH COPY SHOULD YOU WRITE?his
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UNDERSTANDING THE PROCESSlarge crow
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UNDERSTANDING THE PROCESSThe very d
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UNDERSTANDING THE PROCESSWhen I sta
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UNDERSTANDING THE PROCESSIMPOSSIBLE
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UNDERSTANDING THE PROCESSFireball
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UNDERSTANDING THE PROCESSBut there
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The Editing Process Chapter 17This
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THE EDITING PROCESStained 66 words,
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THE EDITING PROCESSseminar and wrot
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THE EDITING PROCESSthings that you
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Section Two
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Powerful Copy Elements Explained Ch
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POWERFUL COPY ELEMENTS EXPLAINEDhad
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POWERFUL COPY ELEMENTS EXPLAINEDpro
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POWERFUL COPY ELEMENTS EXPLAINEDpel
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POWERFUL COPY ELEMENTS EXPLAINEDthr
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POWERFUL COPY ELEMENTS EXPLAINEDThe
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POWERFUL COPY ELEMENTS EXPLAINEDfee
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POWERFUL COPY ELEMENTS EXPLAINEDFAN
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POWERFUL COPY ELEMENTS EXPLAINEDwit
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The Psychological Triggers Chapter
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THE PSYCHOLOGICAL TRIGGERSwonder wh
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THE PSYCHOLOGICAL TRIGGERSmean that
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THE PSYCHOLOGICAL TRIGGERSbility is
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THE PSYCHOLOGICAL TRIGGERSwith its
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THE PSYCHOLOGICAL TRIGGERSThat’s
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THE PSYCHOLOGICAL TRIGGERSshe didn
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THE PSYCHOLOGICAL TRIGGERSheadline
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THE PSYCHOLOGICAL TRIGGERSshould be
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THE PSYCHOLOGICAL TRIGGERSI had und
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THE PSYCHOLOGICAL TRIGGERSI read th
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THE PSYCHOLOGICAL TRIGGERScalled th
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THE PSYCHOLOGICAL TRIGGERSof my pro
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THE PSYCHOLOGICAL TRIGGERSOnce the
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THE PSYCHOLOGICAL TRIGGERSwould sel
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THE PSYCHOLOGICAL TRIGGERSshortly t
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THE PSYCHOLOGICAL TRIGGERSto capita
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THE PSYCHOLOGICAL TRIGGERSthe true
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THE PSYCHOLOGICAL TRIGGERSexample,
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THE PSYCHOLOGICAL TRIGGERSgood exam
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THE PSYCHOLOGICAL TRIGGERSAt the se
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THE PSYCHOLOGICAL TRIGGERSuse, how
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THE PSYCHOLOGICAL TRIGGERSThis viol
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THE PSYCHOLOGICAL TRIGGERSgot a val
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THE PSYCHOLOGICAL TRIGGERSdreds of
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THE PSYCHOLOGICAL TRIGGERSIt then w
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THE PSYCHOLOGICAL TRIGGERSVague Des
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THE PSYCHOLOGICAL TRIGGERSbelievabl
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THE PSYCHOLOGICAL TRIGGERSthese com
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THE PSYCHOLOGICAL TRIGGERS“machin
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THE PSYCHOLOGICAL TRIGGERSgrowths.
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Selling a Cure, Not Prevention Chap
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SELLING A CURE, NOT PREVENTIONout o
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SELLING A CURE, NOT PREVENTIONtive
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UNDERSTANDING WHAT WORKS2. Count th
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Seven Steps to Writing Great Copy C
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SEVEN STEPS TO WRITING GREAT COPYIn
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Proving the Points—Ad Examples Pr
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The Lazy Man’s Way to Riches Chap
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THE LAZY MAN’S WAY TO RICHESHere
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THE LAZY MAN’S WAY TO RICHESJoe K
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THE LAZY MAN’S WAY TO RICHESThe c
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A Fluke of Nature Chapter 24Frank L
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A FLUKE OF NATUREred blush on their
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A FLUKE OF NATUREpersonal nature of
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A FLUKE OF NATUREOf course, as you
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Lingerie for Men Chapter 25Victoria
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LINGERIE FOR MENIn this ad, Dunlap
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LINGERIE FOR MENpoints in their car
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PROVING THE POINTS—AD EXAMPLES234
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PROVING THE POINTS—AD EXAMPLESThe
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PROVING THE POINTS—AD EXAMPLEShow
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PROVING THE POINTS—AD EXAMPLES240
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PROVING THE POINTS—AD EXAMPLESIns
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PROVING THE POINTS—AD EXAMPLESIns
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Mail Order Mansion Chapter 30After
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MAIL ORDER MANSIONa point, we do no
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Hungarian Conspiracy Chapter 31Some
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HUNGARIAN CONSPIRACYraphy. Hungary
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Vision Breakthrough Chapter 32The V
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VISION BREAKTHROUGHThe black, light
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PROVING THE POINTS—AD EXAMPLESAft
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Consumers Hero Chapter 34This ad wa
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CONSUMERS HEROWe take more care in
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Nautilus Spelling Sale Chapter 35Im
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NAUTILUS SPELLING SALEWe promise to
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The Power of Your Pen A NoteI n Sec
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Utilizing Your Copywriting SkillsPr
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UTILIZING YOUR COPYWRITING SKILLS27
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UTILIZING YOUR COPYWRITING SKILLSFl
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UTILIZING YOUR COPYWRITING SKILLSDo
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UTILIZING YOUR COPYWRITING SKILLSfo
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UTILIZING YOUR COPYWRITING SKILLSca
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UTILIZING YOUR COPYWRITING SKILLSTh
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UTILIZING YOUR COPYWRITING SKILLSan
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UTILIZING YOUR COPYWRITING SKILLSTe
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UTILIZING YOUR COPYWRITING SKILLSis
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UTILIZING YOUR COPYWRITING SKILLSni
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UTILIZING YOUR COPYWRITING SKILLSwi
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UTILIZING YOUR COPYWRITING SKILLSyo
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UTILIZING YOUR COPYWRITING SKILLSth
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UTILIZING YOUR COPYWRITING SKILLSth
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UTILIZING YOUR COPYWRITING SKILLS30
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UTILIZING YOUR COPYWRITING SKILLSTh
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UTILIZING YOUR COPYWRITING SKILLSma
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Some Final Thoughts EpilogueThe mat
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EPILOGUE: SOME FINAL THOUGHTSfull v
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ASSUMED CONSTRAINTS, CONTINUED‘He
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SEEDS OF CURIOSITY, CONTINUEDGinger
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SUMMARY OF AXIOMS AND MAJOR POINTSs
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SUMMARY OF AXIOMS AND MAJOR POINTS5
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RECOMMENDED READINGLewis, Herschell
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INDEXCalano, Jimmy, 5on technical e
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INDEXFlow, 93, 95-96, 97-98, 213edi
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INDEX“Mafia Auto Gadget, The”(S
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INDEXReadership, increasing, 59Read
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INDEXUnique features, explaining, 9
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ABOUT THE AUTHORIn 1986, JS&A conce