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How You Can Create Advertising That Sells


A well-planned and properly executed marketing program should include a sufficient commitment of capital resources to an on-going, well executed advertising program. Yes, this includes your business.

Businesses spend too many dollars, however, on ads that simply will not result in increased sales and profits. These ads are poorly conceived, poorly written, poorly designed, poorly targeted, and poorly placed.

Sounds like a poor way to do business, doesn't it?

I often ask clients (as tactfully as possible), why they have run a particular ad. I get a lot of blank stares. A few tense moments will pass while the client tries to think of a clever answer. "To get the company name out in front of the public so I can get more business." they reply, with some relief.

This poor soul has just described a lack of a well defined goal, which leads almost inevitably to what I call an institutional ad. An institutional ad can best be described as one which identifies the advertiser and lists address, telephone number, hours of operation, and (maybe) the company logo. That's it. What a terrible waste of money!

Unless your company grosses a billion dollars a year, you can't afford to do institutional ads. If your company does gross over a billion dollars a year...you're probably too smart to run institutional ads.

Every ad you run must result in increased sales and profits and an enhanced image for your company. Every ad should make the customer a solid offer and give the customer sound reasons to buy from you now. Remember, the customer is sitting back and asking, "What can you do for me?" If you're careful to answer that question with a powerful offer and reasons to buy now, you're on your way to advertising success...which results in increased sales and profits.

How can you improve your chances of increasing sales?

Let's look at some profit-producing ideas...

SEEK PROFESSIONAL HELP

Very few businesses are prepared or qualified to produce quality advertising. If you spend more than $2,000 per month in advertising, you should seriously consider hiring a qualified advertising professional. There are any number of skilled freelancers who can develop strategy, and create your marketing materials with a keen eye to using proven methods and techniques.

Good advertising talent always pays it's own way through increased sales and profits, improved cost-effectiveness, reduced selling costs, and shortened selling cycles.

If your resources are limited, don't feel lost. There's no reason why you can't learn to write an effective ad. That's what the rest of this article is all about...how *you* can create advertising that sells.

FOLLOW A PROVEN FORMULA

One of the oldest and most useful formulas for ad design takes its name from the opera Aida by Giuseppe Verde. In this case the letters A-I-D-A stand for ATTENTION, INTEREST, DESIRE, AND ACTION.

In it's simplest form this formula serves as a structural blueprint. It guides us to: (1) Get the prospect's Attention, (2) Foster his or her Interest in your offer, (3) build Desire for your product or service and (4) Generate some type of Action on the part of the buyer.

As we expand on each of these elements individually, you'll discover for yourself how to apply the formula to your specific situation.

ATTENTION (The Headline)

Hit your prospect right between the eyes with a magic wand. How? With a powerful benefit headline. The headline is the most important single element of your ad. You have two to three seconds to stop the reader as he or she passes by. You must stop the reader, and interest them in your benefit, if you expect them to read further.

A powerful headline will (1) stop the reader (2) isolate and qualify your best prospects, and (3) pull your reader into the sub-heads and body copy.

How do you write the attention-getting headline? First, carefully review all the benefits of-use of your product or service. Second, take your most important benefit and weave that benefit into your headline. Use action words to describe the benefit to one individual reader.

Here are some examples...

"Save 50% On Office Supplies...Send For Your Free Catalog Today !"

"How YOU Can Create Advertising That SELLS!"

"New! Amazing Techniques That You Can Use To Land A High-Paying Job...Today!"

"How To Design Profit-Producing Web Sites That SELL!"

APPEALING TO BUSINESS EXECUTIVES

When writing your ad to a business-to-business audience you should keep in mind the six key benefits most likely to get attention:

1.Save Money 2.Save Time 3.Increase Sales 4.Increase Profits 5.Enhance Image 6.Boost cash flow

Most other benefits are subordinate to these key six. I call them the"Business Benefit Six-Pack." Show your customer how your product or service provides these benefits, and you will dramatically improve your results.

INTEREST AND DESIRE> (The Offer, Body Copy, Benefits-Benefits- Benefits)

You build interest in your product or service (and the desire to buy) by making the customer a compelling offer and by describing as many benefits as possible in simple and interesting terms.

Tip # 1: Top ad pros always write the ad first, then buy whatever space necessary to display the ad message with clarity and power.

Tip # 2: Words sell...graphic design displays the words in a visually appealing way. Don't confuse the two. No amount of trendy design will make a poorly written ad sell for you. Good design reinforces good copy...it cannot take the place of it! The implication for internet marketers is that content is king. Avoid glitsy, moving graphics that only distract from your message and increase load times. Good design and good copy should work synergistically.

Tip #3: Long copy sells...as long as it's good copy. I call it "greased slide" copy. You get the reader on the top of the slide when he reads a powerful headline, and he can't get off until he has taken the action asked for (i.e., ordered the product, made the trip to the store, dialed the phone, clicked the order/inquiry button, filled out the on-line order, etc.).

ACTION(Ask For The Order)

Now comes the moment of truth. You must ask for the order. Give reasons for the customer to buy now...and make it easy for him to do so. In direct response marketing, this will involve a coupon for mail orders, a toll-free order line, an e-mail address, an on-line order form, a fax order line..any means to make it easy and simple to order!

Take the fear out of the purchase. Give solid guarantees. Offer secure ordering for on-line customers. Show testimonials from satisfied customers.

Show what the customer is going to lose if he doesn't order now.

If you are a retailer, include a map to your store(s) (newcomers love them). Show the credit cards you accept, list the hours of operation, tell them about your friendly staff, include a special coupon or other incentive. In other words, "Roll out the red carpet."

INVEST IN FUTURE PROFITS

So there you have it. A primer on good advertising. If I've piqued your interest to learn more, then check out the other articles available at this resource.

Remember, bad advertising...no matter what the media...is an unproductive expense.

Good advertising is an investment in future profits!

Good advertising and good management go together. You can't have a successful business on-line or off-line---without both.

Thom Reece is CEO of Online Marketing Resource Center [http://www.E-ComProfits.com] and publisher of "Thom Reece's Web Marketing Strategies & Techniques Newsletter". Free subscripton at: http://www.WMSTDirect.com, mailto:[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. June / 19 / 2024

T-Mobile asked to stop advertising ‘price lock’ guarantee that doesn’t lock your prices - The Verge
T-Mobile asked to stop advertising ‘price lock’ guarantee that doesn’t lock your prices  The Verge

The 'Mad Men' Era Is Long Over. Why Is Advertising Still So White? - The New York Times
The 'Mad Men' Era Is Long Over. Why Is Advertising Still So White?  The New York Times

SiriusXM (SIRI) Embraces Unified ID 2.0 for Audio Advertising - Yahoo Finance
SiriusXM (SIRI) Embraces Unified ID 2.0 for Audio Advertising  Yahoo Finance

Mozilla Welcomes Anonym: Privacy Preserving Digital Advertising - Mozilla & Firefox
Mozilla Welcomes Anonym: Privacy Preserving Digital Advertising  Mozilla & Firefox

Biden campaign launches advertising attack on 'convicted criminal' Trump - The Washington Post
Biden campaign launches advertising attack on 'convicted criminal' Trump  The Washington Post

Advertising and media elite return to Cannes Lions, as mega-yachts pull up to French Riviera - Page Six
Advertising and media elite return to Cannes Lions, as mega-yachts pull up to French Riviera  Page Six

Netflix Has Dominated in Advertising Dollars Per Viewer. Could Its Lead Be Narrowing? - Investopedia
Netflix Has Dominated in Advertising Dollars Per Viewer. Could Its Lead Be Narrowing?  Investopedia

New 'Integrated Cannabis Vaporizer' Packaging, Labeling, Advertising, and Marketing Requirements Go Into Effect July 1 - Redheaded Blackbelt
New 'Integrated Cannabis Vaporizer' Packaging, Labeling, Advertising, and Marketing Requirements Go Into Effect July 1  Redheaded Blackbelt

TEC requires political influencers to disclose payment - The Texas Tribune
TEC requires political influencers to disclose payment  The Texas Tribune

Building brand loyalty with LGBTQ+ audiences through inclusive advertising and content - Nielsen
Building brand loyalty with LGBTQ+ audiences through inclusive advertising and content  Nielsen

Ticked off! @RX advertising on TV - Ticked off! @RX advertising on TV - Orlando Sentinel
Ticked off! @RX advertising on TV - Ticked off! @RX advertising on TV  Orlando Sentinel

FCC Admonishes Three TV Stations for Not Having Clauses in Sales Agreements Requiring Non- discrimination in the ... - Broadcast Law Blog
FCC Admonishes Three TV Stations for Not Having Clauses in Sales Agreements Requiring Non- discrimination in the ...  Broadcast Law Blog

Study explores whether advertising contributes to or leads to declines in happiness - Phys.org
Study explores whether advertising contributes to or leads to declines in happiness  Phys.org

Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter - Charter Communications
Magnite and Spectrum Reach Team Up to Enhance Access to Programmatic Advertising | Charter  Charter Communications

Self-Declaration Mechanism for Misleading Advertisements: A House Built on Sand - The National Law Review
Self-Declaration Mechanism for Misleading Advertisements: A House Built on Sand  The National Law Review

Queen Latifah Speaks on Body Image in Advertising at Cannes Lions: 'You Cannot Judge Someone's Health by How ... - TheWrap
Queen Latifah Speaks on Body Image in Advertising at Cannes Lions: 'You Cannot Judge Someone's Health by How ...  TheWrap

500 Car: Leading the New Wave of Global Automotive Advertising and Promoting Charitable Causes - AccessWire
500 Car: Leading the New Wave of Global Automotive Advertising and Promoting Charitable Causes  AccessWire

Advertising Is Already Underwhelmed by Widespread AI Adoption, Consumers Are Unhappy, and More - Inc.
Advertising Is Already Underwhelmed by Widespread AI Adoption, Consumers Are Unhappy, and More  Inc.

Why some cities are banning fossil fuel advertisements - The Washington Post - The Washington Post
Why some cities are banning fossil fuel advertisements - The Washington Post  The Washington Post

Freelance Hiring by Advertising Agencies Increases by 40%, Reveals Worksome Data - MediaVillage
Freelance Hiring by Advertising Agencies Increases by 40%, Reveals Worksome Data  MediaVillage

Unifying Local Advertising: A Call to Arms for Restaurant Marketing Leaders - QSR magazine
Unifying Local Advertising: A Call to Arms for Restaurant Marketing Leaders  QSR magazine

Google loses bid to end US antitrust case over digital advertising - Reuters
Google loses bid to end US antitrust case over digital advertising  Reuters

Biden presidential campaign to spend $50 million in advertising blitz highlighting Trump’s conviction - PBS NewsHour
Biden presidential campaign to spend $50 million in advertising blitz highlighting Trump’s conviction  PBS NewsHour

'Modern Family' cast reunites in funny new advertisement - Good Morning America
'Modern Family' cast reunites in funny new advertisement  Good Morning America

Elon Musk flies to Cannes to win back advertisers - Financial Times
Elon Musk flies to Cannes to win back advertisers  Financial Times

Advantage Solutions to Sell Jun Group Digital-Advertising Platform for $185 Million - MarketWatch
Advantage Solutions to Sell Jun Group Digital-Advertising Platform for $185 Million  MarketWatch

Advertible Makes Its Case To SSPs For Running Native Channel Extensions - AdExchanger
Advertible Makes Its Case To SSPs For Running Native Channel Extensions  AdExchanger

Magnite's SpringServe Powering Video Advertising for YTV in Japan - StockTitan
Magnite's SpringServe Powering Video Advertising for YTV in Japan  StockTitan

Amazon's AI image generator for advertisers adds new feature - About Amazon
Amazon's AI image generator for advertisers adds new feature  About Amazon

Legal Advertising – Public Notices – Sheriff's Sale 6-19-2024 - New Pittsburgh Courier
Legal Advertising – Public Notices – Sheriff's Sale 6-19-2024  New Pittsburgh Courier

'We're all just fumbling around': Advertising on Substack remains a Wild West for brands - Modern Retail
'We're all just fumbling around': Advertising on Substack remains a Wild West for brands  Modern Retail

Digital Advertisers Are Debating What Counts As 'Premium Content' - Business Insider
Digital Advertisers Are Debating What Counts As 'Premium Content'  Business Insider

Ohio regulator on track to change 'non-gambling' promotions - iGaming Business
Ohio regulator on track to change 'non-gambling' promotions  iGaming Business

Amazon hit with $122 mln US verdict in internet-advertising patent case - Reuters
Amazon hit with $122 mln US verdict in internet-advertising patent case  Reuters

Meta uses Cannes to unveil its 'Big Play' – AI-enhanced advertising and messaging - The Drum
Meta uses Cannes to unveil its 'Big Play' – AI-enhanced advertising and messaging  The Drum

Oracle is shutting down its advertising business despite millions in revenues - TechRadar
Oracle is shutting down its advertising business despite millions in revenues  TechRadar

PRINT Awards 2024 Student Spotlight: Winners in Branding Identities, Advertising, Editorial & More - PRINT Magazine
PRINT Awards 2024 Student Spotlight: Winners in Branding Identities, Advertising, Editorial & More  PRINT Magazine

Pennsylvania senator introduces bill to shield self-excluded gamblers from direct advertising - Yogonet International
Pennsylvania senator introduces bill to shield self-excluded gamblers from direct advertising  Yogonet International

Some Advertisers Are Bargain Hunting on X. It May Not Be Enough - The Information
Some Advertisers Are Bargain Hunting on X. It May Not Be Enough  The Information

Amir Kassaei is Coming Back to Burst the Advertising Bubble | LBBOnline - Little Black Book - LBBonline
Amir Kassaei is Coming Back to Burst the Advertising Bubble | LBBOnline  Little Black Book - LBBonline

Verve Acquires Jun Group, a Mobile First Digital Advertising Firm, Resulting in Combined, Pro Forma, €447m ... - Yahoo Finance
Verve Acquires Jun Group, a Mobile First Digital Advertising Firm, Resulting in Combined, Pro Forma, €447m ...  Yahoo Finance

Harnessing AI: Transforming Creative Development In Advertising - AdExchanger
Harnessing AI: Transforming Creative Development In Advertising  AdExchanger

Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach - Inc.
Instacart's New Advertising Capability Aims to Help CPG Brands Expand Their Reach  Inc.

Why Euro 2024 is 'a big step change' for the areas advertisers will rely on - Digiday
Why Euro 2024 is 'a big step change' for the areas advertisers will rely on  Digiday

GroupM and Internews Increase Advertising Investment on Asia Pacific News Websites - Branding in Asia Magazine
GroupM and Internews Increase Advertising Investment on Asia Pacific News Websites  Branding in Asia Magazine

Beyond rainbow filters: Real support for Pride Month | Advertising - Campaign Asia
Beyond rainbow filters: Real support for Pride Month | Advertising  Campaign Asia

How Disney is leveraging AI for advertising - Yahoo Finance
How Disney is leveraging AI for advertising  Yahoo Finance

Advantage Solutions to sell digital advertising platform Jun Group for $185 million - StockTitan
Advantage Solutions to sell digital advertising platform Jun Group for $185 million  StockTitan

Oracle Ads have had it: $2B operation shuts down after dwindling to $300M - The Register
Oracle Ads have had it: $2B operation shuts down after dwindling to $300M  The Register

What's up with Mozilla buying ad firm Anonym? It's all about 'privacy-centric advertising' - The Register
What's up with Mozilla buying ad firm Anonym? It's all about 'privacy-centric advertising'  The Register

How Telegram's Ads Network Will Impact Advertisers & Creators - Unchained
How Telegram's Ads Network Will Impact Advertisers & Creators  Unchained

UK advertising and research exports reach £18bn - Research Live
UK advertising and research exports reach £18bn  Research Live

Cannes 2024: Meta upgrades advertising suite with boost to gen AI tools - Performance Marketing World
Cannes 2024: Meta upgrades advertising suite with boost to gen AI tools  Performance Marketing World

X CEO Linda Yaccarino Touts Advertiser Return After Musk Takeover - The New York Times
X CEO Linda Yaccarino Touts Advertiser Return After Musk Takeover  The New York Times

Griezmann feels the full force of EURO 2024 pitch side advertising - Yahoo Sports
Griezmann feels the full force of EURO 2024 pitch side advertising  Yahoo Sports

Texas mandates payment disclosure for political influencers - Chron
Texas mandates payment disclosure for political influencers  Chron

Romanian legislative bans advertising for electronic cigarettes and vapes - Romania-Insider.com
Romanian legislative bans advertising for electronic cigarettes and vapes  Romania-Insider.com

Food Advertising, Labeling, and Litigation Conference - Food and Drug Law Institute
Food Advertising, Labeling, and Litigation Conference  Food and Drug Law Institute

Jana Steward can provide all display advertising needs - Erwin Record
Jana Steward can provide all display advertising needs  Erwin Record

Oracle Is Shutting Down Its Ad Business - Adweek
Oracle Is Shutting Down Its Ad Business  Adweek

How AI will impact the advertising world according to OpenAI - Fast Company
How AI will impact the advertising world according to OpenAI  Fast Company

These 3 trends will dominate advertising: Spotify's Lee Brown - Yahoo Finance
These 3 trends will dominate advertising: Spotify's Lee Brown  Yahoo Finance

Advertisers face far-reaching disruptions as distracted consumers' attention to content weakens across media platforms ... - PR Newswire
Advertisers face far-reaching disruptions as distracted consumers' attention to content weakens across media platforms ...  PR Newswire

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - WBBJ-TV
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  WBBJ-TV

Reviewing Lamar Advertising (NASDAQ:LAMR) and Bimini Capital Management (OTCMKTS:BMNM) - Defense World
Reviewing Lamar Advertising (NASDAQ:LAMR) and Bimini Capital Management (OTCMKTS:BMNM)  Defense World

Oscar Mayer Creates Beauty Advertising. Sort of - Muse by Clio
Oscar Mayer Creates Beauty Advertising. Sort of  Muse by Clio

Getting up close and personal: The new focus making digital dominate global ad spend - Euronews
Getting up close and personal: The new focus making digital dominate global ad spend  Euronews

One minute in Cannes with: Uber Advertising - Performance Marketing World
One minute in Cannes with: Uber Advertising  Performance Marketing World

'Poppi' Prebiotic Soda facing claims of misleading advertising and health concerns - ABC7 News
'Poppi' Prebiotic Soda facing claims of misleading advertising and health concerns  ABC7 News

Innovid Releases “CTV x Commerce 2024” Report on the State of Interactive Creatives & Shoppable Advertising - Business Wire
Innovid Releases “CTV x Commerce 2024” Report on the State of Interactive Creatives & Shoppable Advertising  Business Wire

United Nations Chief Wants to Ban Oil & Gas Advertising Worldwide - Marcellus Drilling News
United Nations Chief Wants to Ban Oil & Gas Advertising Worldwide  Marcellus Drilling News

Briefing: TikTok Announces AI Avatars for Advertising - The Information
Briefing: TikTok Announces AI Avatars for Advertising  The Information

Fairshake Spends $2M Advertising Against Anti-Crypto Rep. Jamaal Bowman - Cryptonews
Fairshake Spends $2M Advertising Against Anti-Crypto Rep. Jamaal Bowman  Cryptonews

Magna Raises U.S. and Global Ad Forecasts for 2024, But TV Still Expected to Decline - Hollywood Reporter
Magna Raises U.S. and Global Ad Forecasts for 2024, But TV Still Expected to Decline  Hollywood Reporter

Jury Awards $122M in Advertising Patent Case Following Testimony of Quandary Peak Experts - StreetInsider.com
Jury Awards $122M in Advertising Patent Case Following Testimony of Quandary Peak Experts  StreetInsider.com

Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction - GV Wire
Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction  GV Wire

Biden campaign launches advertising attack on 'convicted criminal' Trump - redlakenationnews.com
Biden campaign launches advertising attack on 'convicted criminal' Trump  redlakenationnews.com

PayPal Announces New Leaders to Build New Advertising Platform and Accelerate Consumer Product Innovation - PayPal Newsroom
PayPal Announces New Leaders to Build New Advertising Platform and Accelerate Consumer Product Innovation  PayPal Newsroom

2 million SF Bay Area residents targeted in tourism campaign - SFGATE
2 million SF Bay Area residents targeted in tourism campaign  SFGATE

United Selects Magnite's SpringServe to Power Advertising Solution for Inflight Personal Device Entertainment - EIN News
United Selects Magnite's SpringServe to Power Advertising Solution for Inflight Personal Device Entertainment  EIN News

The ANA Says Advertisers Are Spending Way Less On MFA – But Programmatic Ain’t Fully Transparent Yet - AdExchanger
The ANA Says Advertisers Are Spending Way Less On MFA – But Programmatic Ain’t Fully Transparent Yet  AdExchanger

Oracle Shuts Down Advertising Business After Spending Over $4 Billion - Business Insider
Oracle Shuts Down Advertising Business After Spending Over $4 Billion  Business Insider

Biden ad blitz targets Trump’s criminal conviction in pitch to swing voters - The Guardian US
Biden ad blitz targets Trump’s criminal conviction in pitch to swing voters  The Guardian US

T-Mobile ticked off for dodgy FWA advertising - Telecoms.com
T-Mobile ticked off for dodgy FWA advertising  Telecoms.com

Biden's campaign announces $50 million advertising blitz highlighting Trump's conviction - KTVB.com
Biden's campaign announces $50 million advertising blitz highlighting Trump's conviction  KTVB.com

Anzu and dentsu partner to advance intrinsic in-game advertising with - Pocket Gamer.Biz
Anzu and dentsu partner to advance intrinsic in-game advertising with  Pocket Gamer.Biz

More Advertisers On Board With Visual In-Car Messaging Synched To AM/FM Radio Ads. - Insideradio.com
More Advertisers On Board With Visual In-Car Messaging Synched To AM/FM Radio Ads.  Insideradio.com

Ban these companies from advertising, says UN chief, and other nature and climate stories you need to read this week - World Economic Forum
Ban these companies from advertising, says UN chief, and other nature and climate stories you need to read this week  World Economic Forum

United Airlines seat ads: How to opt out of targeted advertising - Fast Company
United Airlines seat ads: How to opt out of targeted advertising  Fast Company

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - Bowling Green Daily News
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Bowling Green Daily News

ROKU Launches New Advertising Solution to Aid Platform Revenues - Yahoo Finance
ROKU Launches New Advertising Solution to Aid Platform Revenues  Yahoo Finance

Advertising Club of Madras closes entries for MADDYS 2024 - Animation Xpress
Advertising Club of Madras closes entries for MADDYS 2024  Animation Xpress

Biden Campaign Launches $50m Advertising Onslaught Targeting Trump's Legal Troubles - Arise News
Biden Campaign Launches $50m Advertising Onslaught Targeting Trump's Legal Troubles  Arise News

Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction - WBAP News/Talk
Biden's Campaign Announces a $50 Million Advertising Blitz Highlighting Trump's Conviction  WBAP News/Talk

Lamar Advertising (NASDAQ:LAMR) Shares Sold by American International Group Inc. - Defense World
Lamar Advertising (NASDAQ:LAMR) Shares Sold by American International Group Inc.  Defense World

How Retailers Became Ad Platforms - HBR.org Daily
How Retailers Became Ad Platforms  HBR.org Daily

IAB warns buyers and sellers against Made for Advertising sites - RadioInfo Australia - Radioinfo
IAB warns buyers and sellers against Made for Advertising sites - RadioInfo Australia  Radioinfo

Comcast’s FreeWheel Unveils New Live Events Tool Ahead of Paris Olympics - Hollywood Reporter
Comcast’s FreeWheel Unveils New Live Events Tool Ahead of Paris Olympics  Hollywood Reporter

Jo Jackson, CEO of D&AD steps down from her position - ETBrandEquity
Jo Jackson, CEO of D&AD steps down from her position  ETBrandEquity

Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction - Jackson Hole News&Guide
Biden's campaign announces a $50 million advertising blitz highlighting Trump's conviction  Jackson Hole News&Guide

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