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Advertising, once a business about selling products and services, has lost its way. Headlines are disappearing. Copy is non-existent. Ads lure but don't finish the job. Copy 101 gets back to the basics. This is a business about communication, pure and simple. Sell the benefits, entice the consumer and complete the sale. It doesn't have to be dull, it can and should be creative. But as Ogilvy once said, "it isn't creative unless it sells."
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