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The Copywriting Sourcebook by Andy Maslen

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Introduction

This chapter is about press advertising, which doesn’t on the face of it seem to need a definition as such. I should make clear that my experience is principally in direct response advertising – that is, advertising designed expressly to make a sale. So-called brand advertising has a vaguer goal, but there’s no reason why it shouldn’t have to perform to the same stringent criteria as its less glamorous cousin.

If you’re going to write a press ad, you have one very important decision to make before you do anything else. Answer this question.

What is the ad for? And please, if your answer is ‘to raise awareness,’ put your pen down ...

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