What is advertising?
. Is it something to be regarded as a work of beauty or art?
. Is it clever slogans or amusing prose?
. Is it workmanship to be judged for an award or recognition?
It’s none of the above.
Advertising is salesmanship multiplied.
And advertising copy, or copywriting, is salesmanship in print.
The purpose of a copywriter’s job is to sell.
The selling is accomplished by persuasion with the written word, much like a television commercial sells (if done properly) by persuading with visuals and audio …
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