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And if you want your ads to cut through the noise and clutter of an overcrowded market place, one of the best things you can do is not try to make the sale at all. Let me explain. Almost 100 years ago the legendary copywriter Maxwell Sackheim wrote an ad with a headline (that is now ingrained in direct response copywriting mythology) that said, Do You Make These Mistakes In English?And even though the ad is considered to have some of the best sales copy of all time, nothing in the ad was being sold.