Scientific Advertising is considered to be an all time classic direct response advertising and copywriting book and when you read it, you can see what a big influence Claude Hopkins has been on Jay Abraham.
The book is over eighty years old and its contents is still very relevant today.
Some months ago I promised a review of my much thumbed copy of "The Ultimate Sales Letter: Boost Your Sales With Powerful Sales Letters" by notoriously plain talking world class copywriter Dan Kennedy.
When I look at my copy it shows all the signs of use, spine cracked, various lines in the book underlined in different colours, sections asterisked and comments in the margin.
"The Ultimate Sales Letter" is a book I go back to when I am preparing to write a sales letter because it is a) very good and b) very well organised.
Dan Kennedy has identified 28 steps in the process of preparing the ultimate sales letter but he is preparing you to send mail which will be sent to tens of thousands of prospective customers rather than your top 100 to 200 local prospects.
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