I am not a copy writer and I had NO idea how to write ads. I have a couple books on copywriting, but frankly, they were boring. I'd flipped through them trying to find some magical text that would teach me what I wanted to know without wasting my valuable time. Then I found this page and read these reader reviews. I decided to give the book a try.
The writing style is so engaging, I'm finding myself reading every word -- and I tend to be a "skimmer." Mr. Sugarman has such an easy style, it's almost as if he's sitting in front of you, telling you how to write advertising.
What worried me most about spending my hard-earned money on a hard-back book like this was that it would assume too much about me as a copy writer and I would be lost. Not at all! The author explains stuff so extraordinarily well that I couldn't wait to get started using the techniques.
My second concern was that he would be too general. Other marketing courses and articles I'd looked at said stuff like "list the benefit." Well, duh! What they didn't tell me was how I should WORD it such that my readers won't get bored before I can finish telling them about it. Mr. Sugarman does a superb job of explaining why this wording didn't work and why this one did. He walks you through how to discover a talent inside you that you never even knew you had!
The book seems to be geared mostly toward mail order (I'm not done reading it though), but I'm finding that I can apply the same principles and lessons to my web site. Of course, it's easier to change a web site when you find that what you're doing isn't working :o), so I'll be looking forward to trying out new approaches...
In summary, if you're looking for a book that will explain in a captivating way, using tons of examples (he even uses his techniques in the text of the book, which is lots of fun to see), get this one! You will not be sorry!