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They establish contact with the subconscious of the consumer below the word level. They do this with visual symbols instead of words. . . They communicate faster. They are more direct. There is no work, no mental effort. Their sole purpose is to create images and moods.

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Joseph Sugarman

You sell on emotion, but you justify a purchase with logic.

Emotion, Justify, Logic, Purchase, Sell
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Each problem has hidden in it an opportunity so powerful that it literally dwarfs the problem.

Dwarfs, Opportunity, Positive Thinking, Powerful

Not many people are willing to give failure a second opportunity. They fail once and it is all over. The bitter pill of failure is often more than most people can handle. If you are willing to accept failure and learn from it, if you are willing to consider failure as a blessing in disguise and bounce back, you have got the essential of harnessing one of the most powerful success forces.

Blessing, Essential, Life, Motivational, Success, Willing

All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.

Advertisement, Copies, Copy, Elements, Firsts, Thing

Everybody saw my successful advertising and thought I was a big success. But, behind those successes were several failures that I had to learn from before I made it. I've always looked at failure as just another step you need to take to reach success.

Failures, Men, Needs, Saw, Successful, Take

You must become an expert on a product, service or anything you write about to really be effective.

Become, Expert, Experts, Product, Products, Writing
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