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Imperial Library
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Index
Foreword
Michael Masterson: The Architect of Copywriting
Introduction
The Architecture of the Sales Letter
1
The Copywriter’s Challenge
2
Opening Lines: The Envelope Teaser
3
The Seduction: The Headline and Lead
4
The Living Room: The Sales Argument
5
Upstairs in the Bedroom: The Close
6
The House of Persuasion
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