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  • All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.

    Joseph Sugarman
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    Joseph Sugarman (2012). “The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters”, p.38, John Wiley & Sons
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All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy. - Joseph Sugarman
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