Good book for copywriting beginners and non-beginners - to freshen up. Short, easy-to-digest chapters that manage to sometimes include real-life stories from the author.

What's great about this book is that while its focus seems to be on writing copy for print ads and mailings, most of the techniques are a perfect fit for website content.

One thing that the book outlines that other marketing books don't is exactly how to focus on emotional triggers that will improve the chances of making a sale. Real-world examples are also used sparingly but effectively to demonstrate the impact that a particular copyriting technique can have.

Other useful techniques oulined in the book include competitive differentiator copywriting and emphasis on writing in the second person. To the contrary, techniques covered such as benefit emphasis and creating a sense of urgency are common marketing knowledge, and only in that respect does the book not stand out from others.

This is a terrific book that anyone involved in internet marketing should immediately add to their arsenal.

It Is a good book.

1. Its step-by-step structure is easy to follow and to remember.
2. It is logically built parting from an assumption that you are a beginner in this sphere.
3. It provides good, illustrative and clear examples.
4. It has even more case studies in the final part of the book and some of them may give an idea even to those who are not new to this business.
5. Susan's style is warm, sincere and smooth. The book is easily comprehensible.


Overall, it is a good starting point. It does not overload you with too many terms and psychology, yet it does give you all the necessary knowledge to write a good and simple copy. It is Not for advanced copywriters, but I think that the title (a good one, why not?)is explicit about this.

On the other hand, I don't consider myself to be a guru of copywriting, yet I have read several books on the topic and, while many of the steps have been familiar to me, many of Susan's points have been a good surprise. Some, at first sight, evident examples, have helped me to create several quite smart copies. A good book, Susan, thank you.

They say never judge a book by it's cover, but in this case I'll make an exception. The title of this book is a turn-off; crude and unprofessional. I'm sure that the author is trying to get attention, but this is going overboard. Makes me wonder if the substance is all that good.

My husband and I owned a small business for over 20 years, and I wish this book was published earlier! It's presented in an easy-to-read format, and the concepts can be applied to any marketing communications project. I wish there were more business primers like Gunelius' available. I love the simple 10-step approach that excludes all the extra stuff that clutters other business books. I call for a sequel!

This is a very useful book. First she provides you with a Copywriting Outline which immediately helps the small business person identify the holes in their approaches to copy. She shows how and why writing copy is different from all other writing. (At Rocket Builders we run into this issue all the time with clients who get off on the wrong foot with their copy) By reading this book you will obtain much better clarity about copy and an increased appreciation for how hard it is to write clear useful, consistent copy. She has taken a small business B2B focus - which makes this book useful to a vary broad audience since the examples are simple, believable and in small enough chunks that you can learn from them. A long way back I learned that it takes a real expert to translate a complex process into simple steps. She has made one of the clearest statements about why too much information slows your sales process, " Extra words can confuse and slow down customers. Write for those who have little time to read." This is one book every marketing manager should have on his desk, it will be well used.