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Honesty is "Still" the Best Policy

Some writers feel that in order to write great copy you need to promote a product or service's better qualities while downplaying things like a higher cost or the fact that it doesn't work on all systems. This thought process can be troublesome, however. Instead of hiding a product or service's flaws try flaunting them and making it more of a benefit, similar to the way high-end vehicles make it seem like an exclusive club.

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