Rating: 
Summary: A fantasic book--packed with street-smart wisdom!
Review: This meaty book is *packed* with stories, lessons, ads, tips and techniques. In it Sugarman reveals the story of how he cleverly wrote a retail ad that sold thousands of computers in *one* morning, causing a line of people for blocks. (!) And I nearly cried reading about the ad Sugarman ran to raffle off his services as a copywriter to help raise money for the American Cancer Society after his mother's sad death. The bizarre twists and turns as a result of his idea---a train wreck, car wreck and a meeting with an Hawaiian healer---melted my heart while boggling my mind. Clearly, Sugarman has been around the block (often chased) in the world of marketing. He tells stories about his successes, as well as his failures, and they are *riveting.* The success story about the software program that could accurately predict the stock market (which made many people wealthy) made me drool to get my hands on it. The failure story about the "Laser Beam Mousetrap" that went for $1,500 reveals how your ego can cripple your success. Then there are Sugarman's thoughts on type fonts, layout, photography, pricing, publicity (it doesn't sell much), humor (avoid it) and much more, that make this book required reading. <BR....
| 
