A Memorable And Sensible Quote From Gary Bencivenga:
" And that brings me back to something else John Caples said. He defined effective advertising as, "A believable promise to the right audience." Far too many copywriters and marketers focus on just the promise (the flashy, fun part), and ignore the more demanding challenge of building belief. . . . But without belief, nobody buys. "
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Steve The Copywriter -
Thanks
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