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I think you can have moderate success by copying something else, but if you really want to knock it out of the park, you have to do something different and take chances.
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DISCLOSURE: When you click on links to various merchants on this site and make a purchase, this can result in this site earning a commission at no extra cost to you. Affiliate programs and affiliations include, but are not limited to, the eBay Partner Network, Amazon and Alibris.