Distilling the wisdom of the world's greatest advertisers, direct marketing expert Craig Simpson delivers an education on direct marketing and advertising copy that creates brand awareness, sells products, and keeps customers engaged. Walks readers through time-tested methods of creating effective ad copy that increases profits. Dissects the principles of legendary marketers like Robert Collier, Claude Hopkins, John Caples, and David Ogilvy

• Meet the legends who created the rules of modern promotions
• Creative salesmanship: a little genius and a lot of sweat
• The psychology that sells
• Secrets of writing great copy, part 1
• Secrets of writing great copy, part 2
• Headlines: it's all about getting your prospect's attention
• How to be creative
• How to boost your response to every AD
• Test, test, and test again
• The top ten lessons from the legends