Copywriting and the Unique Selling Proposition

For the intermediate to advanced advertising copywriter. These techniques are controversial.
A step by step guide in writing an effective ad written by a lifelong copywriter. Mike Swedenberg was trained at the School of Visual Arts and has 42 years in advertising, copywriting, fine arts, sales and marketing.
Topics include:
What is Copywriting
Duties of a Copywriter
Institutional Advertising
Advertising is Like Sales, Everyone Thinks They Can Do it
Unique Selling Proposition
Me Too Products
Feature vs Benefits
The Parts of an Ad
Writing A Headline
Subheads
Writing Bodycopy
Taglines