The Ultimate Sales Letter by Dan S. Kennedy

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While you might think much of this edition (published in 2000) is dated advice, and the prospect of using direct mail to boost your sales is a bit old hat, there is enough here of universal relevance that the book is worth your time if you are in any kind of a position that requires copywriting skills. Kennedy’s thoughts on what makes for a compelling offer and why people respond (or don’t) to advertising apply to online environments as much as paper ones. I’m in the process of applying his ideas in my book publishing and selling activities, and I can’t imagine that they won’t bear some fruit at least. we’ll see, but judging from a previous book I’ve read by him, he’s worth paying attention to.

No. 46 of 100 books I intend to read and review in 2019.

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Patrick Sherriff publishes a monthly newsletter highlighting good fiction about Japan and featuring an original painting or sketch. He lives in Abiko, Japan, with his wife and two daughters.