Joseph Shugerman is one of the best American copywriters. His name is on a par with those of David Ogilvy, John Caples and Leo Barnett. You learn what works well in advertising and what doesn't, and learn to avoid the traps that novice copywriters fall into. Immerse yourself in this treasure trove of knowledge - one of the most sensible and comprehensive books on the topic of copywriting, marketing and advertising creativity. Lessons are easy to learn, because the author uses the same techniques in the text that he teaches the reader to capture attention.