From Booklist
Persuading a prospective customer to buy your product or service is the key to success in any business. The author maintains that although some people have a knack for writing, anyone can learn to write copy that is effective. With a clear focus on the desired customer and the benefits that customer will obtain, she leads the reader through a wide range of marketing steps geared to persuade on paper. This is really a reference guide to effective written communication, covering such topics as understanding your market, choosing the best language to attract your audience, successful advertising, editing, format, graphic design, and printing tips. Yudkin gives sound, commonsense marketing advice to the entrepreneur seeking answers to important questions on producing effective sales material. People may question her contention that anyone can write copy, but it is hard to argue with the points she makes and the ideas she presents from her own experiences and those of other consultants. This is helpful information for any entrepreneur. Mary Whaley
