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You must become an expert on a product, service or anything you write about to really be effective.

Joseph Sugarman

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Joseph Sugarman
Become
Anything
Expert
Must
Experts
Writing
Effective
Really
Product
Service
Products
Write

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If it is your assignment to write copy for a product or service that you really don’t have a feel for, then you have a great deal of studying to do to make sure you understand who your customer is and what motivates him or her.
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View every problem as an opportunity.
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Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if sliding down a slippery slide.
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