We talk and write so often that we rarely stop to think about whether we're making the best impression we could, still less how we could do so. Bill McFarlan's book does ask that question - and makes the reader ask it of him or herself - and answers it helpfully and succinctly.
As he says himself, a lot of it is common sense but reading it is still useful and helps to reinforce that knowledge. Besides, common sense and common habits can be two different things.
The book's easy to read, with a chapter devoted to one of fifteen aspects of communication. These are often quite short but packed full of useful information, anecdote, quotes and counter-examples (how not to do it, including the pink elephants of the title). These all go to paint the picture needed to explain the point. What's more, for what could be a dry subject, it's a lot of fun.
It is possible to read the book from start to finish (I did, more or less), but a reader will get just as much out of it by dipping into a chapter here and there, which really does add to its value as a manual.
All in all, very much recommended for anyone looking to improve not just their communication skills.