What's the purpose of your first line of copy?
To compel people to read your second line of copy.
What's the purpose of your second line of copy?
To compel people to read your third.
The sole purpose of the first sentence in an ad is to get you to read the second sentence.
Joe Sugarman wrote that in his classic book, The Adweek Copywriting Handbook.
Read it for more timeless copywriting lessons.
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