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There are alot of products to help you with this. Anything from Zaino which helps with minor swirl marks/scraches to other products that are more abrasive. Another technique would be wetsanding or you can do it yourself if you know what you are doing with some really fine wet/dry sandpaper.
This is a good technique if you have to use touch up paint.
If you use paint touch up paint the results can be excellent. Most people just glob the paint on which is the wrong thing to do. I use a toothpick and I put a miniscule amount of paint in the chip or scratch. I repeat this process several times then I use the wet/dry to clean it up. You will then need a clear coat.
Good luck and if the scratch is real bad I would bring it to a professional.
As xlr8 said, if it depends on the type/depth of the stratch. A scratch through the clear would be a bit more involved to get it to look really good. A slight surface scratch could be buffed/wet sanded out. I've got a small scratch I need to deal with, my self, but fortunately it's almost UNDER the car, so I'm not that worried.
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