Cashvertising

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…ough (not just read!) about half a dozen marketing tomes that people had recommended to me. In descending priority, my favorite three: * Hypnotic Writing by Joe Vitale * The Adweek Copywriting Handbook by Joseph Sugerman * Cashvertising by Drew Whitman If you can read only three books, I'd suggest these, in the order listed. But if you can only read one, Cashvertising might actually be the best for you. CAVEAT: Make sure you work through all the exercises the book has - and if it doesn't, invent them! Sugarman's book, for example, has few explicit reader exercises. So after each section or chapter, close the book and write an ad for your product, and/or some other product (real or imaginary), applying and exercising the principles you just learned. Use pen and paper, or better yet, a dedicated notebook. You'll miss out on at least 80% of …