This book can be described as WOW! As a copywriter I implemented many of Joseph Sugarman`s strategies in this excellent manual. It`s not just another advertising book - it`s a book on persuading on paper. He gives some great examples from his own ads too. Though I have many of his ads in my swipe file - this resource explains the psychological points that went into creating those ads. He takes you by the hand and guides you to creating ads that really works - that is to get the reader to read and to take action. This book is one of my top ten books on business - especially advertising.
