This book is all over the place. Despite its two introductions trying to create the impression that this is written by the world's most successful copywriter, Veloso seems to have trouble sticking to the subject, getting her point across concisely, and refraining from flitting about from idea to idea.
But my biggest issue with it is the incredible examples used, which in my opinion really rob it of credibility. As soon as "Energy Psychology", a cure for 'all illnesses' is used as an example of a stunning bit of copywriting, you've lost me. Another example is an 'incredible weight loss cure' with no need for exercise, dieting or pills. Maybe we've all become a little more savvy in the years since this book was written, or maybe that sort of marketing campaign is less frowned upon across the pond - I don't know.
I'm giving this two stars because there are some nuggets of useful advice in here - but boy, do you have to wade through a lot of nonsense to find them.