This is a book for serious copywriters or anyone that is in the business of writing for money. I'm not saying that I'm using its teachings on you right now, but it does give birth to some new ideas.

This is not exactly a "How-To" book. It won't tell you all the advanced rules of copywriting. It doesn't explain in depth how you should have captivating, attention-grabbing headlines that blast out the benefits (not features!) that you offer.

What this book is good for is finding phrases and words that can be used in ads or sales letters. So, if you send direct mail or write your own ads then this book will give a lot of helpful suggestions.

The whole idea here is that some words have been proven to sell better. They pull a better response. In fact, I think that if I were to use this book to write this review, many of you would run out and buy it.

• The first part of the book talks about "Grabbers", or what grabs the reader's attention
• Next, it details words and phrases for the "Description of Benefits"
• "Clinchers" is the section that gives "closing statements that can push an undecided reader over the response threshold"
• "Terms and Offers" helps you to formulate your offer effectively
• Lastly, "Special Strategies" is for "specialized purposes" and from the looks of it, this lists many things that can be very helpful to you

I can't begin to tell you all the ways this book will help you in the business of selling and writing ads...there is a lot of good stuff in here. Now, if only I started using it!

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