Concise, short guide to writing better copy with good examples. Not original ideas, but emphasizes how important they are.
Concise, no-nonsense guide to advertising. Advertising was a gamble - now it's an exact science. Meticulously measure the results and nuances of every single advertising action in small tests, and you can identify fixed principles for large campaigns - proven methods that will allow people to guarantee what will or won't be successful in selling.