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"You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand."
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"No, sir, I'm not saying that charming, witty and warm copy won't sell. I'm just saying I've seen thousands of charming, witty campaigns that didn't sell."
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"You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand."
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