Tom Albrighton

PRO

27 April 2012

Does Your Marketing Sell? by Ian Moore

This isn’t explicitly a copywriting book, but Does Your Marketing Sell? has a huge amount to teach the copywriter.

‘Salesmanship not showmanship’ sums up Ian Moore’s attitude. He served his own apprenticeship in the practical, tried and tested world of direct marketing (sales letters and mailshots), and it shows. He explains how benefits are the key to effective selling, and emphasises the critical importance of making things easy and clear for the reader before you invite them to take action.

It’s highly readable and very funny, with hundreds of informative examples. Strongly recommended.


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