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Index
Introduction
A Prehistoric Fable
The Copywriter and the Club
1
Copy Logic! The New Science of Producing Breakthrough Copy (Without Criticism)
2
From Criticism to Creativity
3
The Peer Review in Action
4
The Peer Review Rules: How and Why You Should Follow Them
5
The “CUB” Critique — A Simple Technique to Make Sure Your Copy Gets Read
6
How to Eliminate Confusing Copy
7
How to Get Rid of Unbelievable Copy
8
How to Get Rid of Boring Copy
9
The Four-Legged Stool Test
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