This book has been the bible for aspiring copywriters for twenty years. This new edition carries that tradition forward. The written word has always been powerful ... and today it is more powerful than ever in new forms that weren't imagined just fifteen years ago. For anyone interested in the power of the written word, this is your book. It shows how to harness that power in all its various forms, from traditional print to the newer electronic and social media. It provides and discusses the key concepts driving powerful advertising and sell copy and shows how to apply those concepts in the everyday world of advertising, marketing, and sales.