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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 (2012). “The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters”, p.30, John Wiley & Sons
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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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