How much do I want to read more? 7/10

Reading at the praise section of the book, it looks like he organized a contest to whom will write the most appealing one.
Nevertheless, it pushes to read more.

The introduction of the topic is selling well:
"- The one marketing tool that created more multimillion dollar empires from scratch than any other.

Now, do you want to know more about copywriting, or want to go your way?


Praise

[quote, Michael Hyatt]
"Ray Edwards is not only a master copywriter, he is the best copywriter teacher I know. Whether you are selling a product, a service, or a point-of-view, Ray's program will give you the trainig you need to move your prospects to buy now."

[quote, Amy Portfield]
"I first met Ray when I was still working with Tony Robbins. Hiring Ray was one of our best decisions. Every time we used Ray's copy, our sales went through the roof!"

[quote, Jeff Goins]
"Ray is my go-to guy. He doesn't just talk the talk, he walks the walk. He has done everything he teaches. This stuff is gold!"

[quote, Jeff Walker]
"Highest integrity, a pleasure to work with.. and fantastic work. I love working with Ray."

[quote, Joel Comm]
"He is generous with his teaching and holds nothing back. Be sure to take advantage of the opportunity to sharpen your sword and let your genius copywriter withing come forth to make an important impact on the web and in the world."

[quote, AJ Slivinski]
"It is Ray's genuine integrity, penetrating honesty and extraordinary empathy that makes him a copy writing genius of our time. His concrete ehtical and spiritual foundation has provided him with the golden key to unlock the hearts and wallets of our customers. This book is a must if you want to learn to sell from your heart."

[quote, Michael Hyatt]
"Ray Edwards has written marketing copy for me that was directly responsible for puting millions of dollars in my bank account. No better copywriter. Period. I can't believe he's putting his best secrets into a book, considering the fact that I pay him $30,000 to write a single promotion. Get this book, now."


Introduction

This alchemical business ingredient is: copywriting.

What is copywriting?

The note said: "I can tell you what advertising is. I know what you don't know."
It was brash. A bold move. And a total bluff.

Kennedy had no idea that Lasker had been searching for a satisfactory answer to this very question for seven years. Lasker's curiosity was sparkled by the mysterious note from a total stranger, so he met with Kennedy.
In that historic meeting, Kennedy gave him a three word definition of advertising: "Salesmanship in print".
It seems obvious now. Not much in 1904.
Even today, our marketing and selling process are still informed by Kennedy's insight.
Advertising, and by extension copywriting (which is the writing of ads) is simply salesmanship in print.

The world's most valuable skill

There is virtually no other skill that can make you as much money as copywriting.
Nearly all internet millionaires know this secret: more than their product, more than their traffic-generation techniques, more than their email campaigns, more than who their joint-venture partners might be, it's their copywriting that has made them rich.

The wealth secret of nearly all business, and especially internet-based business, is the secret of great copywriting.

All my knowledge of the fundamentals of copywriting can be found in this book. Every piece of the puzzle I have used to make a high six-figure personal income is right here.
It represents an investment on my part of an estimated $250,000. That's what I have personally spent on my own education in this area.

This is not some get rich quick scheme. This is a serious business kill that can provide you with a comfortable six-figure annual income for the rest of your life.

You don't need to learn the new "shiny object of the week system"
You don't need the largest greatest website
You just need a skill that is valued and that has the power to give you leverage.
The skill that I recommend starting with is the ability to write persuasive copy.


1 - How to sell without being "salesy"

[quote, Zig Ziglar]
Selling is essentialy a transfer of feelings.

if you can write effective sales copy, you can litteraly write your own paycheck.

First you need to know your "big idea"

What are you selling, and how does it benefit the customer?
You must distill this "big idea" down to a single, clear sentence.