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As a general proposition, an ad in which you are seeking only inquiries should be short, merely leading the reader down to the free booklet and the coupon, writes copywriter Robert Collier, "Whereas an ad in which you are attempting to make the actual sale should be long enough to tell all about your offer. "Some authorities will tell you to write only short, crisp ads, with plenty of white space - others to crowd in every word you can get. Both are wrong.
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