"It is never ridicule, but a compliment, that knocks a philosopher off his feet. He is already positioned for every possible counter-attack, counter-argument, and retort...only to find a big bear hug coming his way."

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Instead of creating aesthetically pleasing prose, you have to dig into a product or service, uncover the reasons why consumers would want to buy the product, and present those sales arguments in copy that is read, understood, and reacted to—copy that makes the arguments so convincingly the customer can’t help but want to buy the product being advertised.

— Robert W. Bly