The business of persuasion : copywriting skills and techniques that get results! / Stuart McKibbin

Includes index

Aimed at anyone who would like to acquire or develop copywriting skills that will coax orders, payments or donations from their intended audience. It describes simple, proven, effective techniques for coming up with ideas and developing them into fluent, persuasive selling messages in any media, including the Internet. This book will be useful not only to those who want to write good copy themselves, but to those who need to secure good copy from others, and assess the quality of that copy