Economics Books

As a full time visionary and change agent, for organizations and individuals, I enjoy sharing Steve's message with clients and people: to engage and guide people's priorities, passion, and purpose. In life, relationships are the beginning, the middle, and the end. Steve's message is a guide and tribute- to staying committed and authentic during the process of building relationships.



Steve's synergizing stories provide us every day practicalities toward relationship management. He encourages us to think differently and alter our behavior for the benefit of a long term relationship.



The Ripple Effect provides an organized mindset as to how and what steps should be taken for creating purpose with people.



Michelle Ewalt
Founder/President
Team in Transition
[...].

The Ripple Effect: Steve Harper.

This book is a must have whether you want a quick refresher on networking or a practical "how to guide". We all think we have the answers and necessary approach on how to network but I can promise you that we don't have the tools to "Ripple" Anyone can network but it takes the committed and aware to Ripple. You have to network to be successful in today's competitive business climate and Steve Harper's approach takes us back to the basics. Treat people like the most important resource. So stop smoozing it's loosing its impact; I suggest you "Get Your Ripple On" think beyond the lead/business outcome and to the relationship. It's amazing when you network with relationship based intent how fulfilling the human interaction can be!

This book is creating quite a Ripple in networking groups across America. Steve Harper helps us to understand it's about the person not about the labels that we attempt to use to define our self worth . Go ahead, Get Real and Ripple On.... You will be astonished at how this book will change your perspective on how to network in today's environment. I personally have used it to train several of my direct reports in a corporate environment and today many of them hold leadership positions because of the critical skills this book provided to each of them.
This book is a must have whether for the college graduate, new manager, or your friends and family it's a book that if the recipient is ready to receive will change their perspective forever.

Steve Harper reminds us how it is often the simplest things we do that determine whether or not we succeed or fail. The Ripple Effect provides insight on how to improve and build relationships in order to be successful for the long term.

After reading The Ripple Effect, I kept thinking of more people to share it with -- so, I bought a case of books to share with associates. I have found the knowledge I gained from reading the Ripple Effect to be instrumental in building my business and in maintaining my personal relationships.

This is not a book just for adults or business people but for anyone looking for ways to have better relations with others

Imagine living in a community where people focus on the greater good of the community: caring supporting and nurturing positive relationships. Everyone looking out for each other, investing in one another. With this incredible intentionality, the community would thrive! Yes, even you. Would that be a place you would love to live? Sure, you say, but how? How could I start the process - create the first ripple? Here's a simple way: Buy eleven copies of The Ripple Effect NOW, read it, and live it in your relationships at work, with family and friends, in your church, circles of influence, anywhere you interact with others. When people ask you (and they will) what created the change in you, give them one of the ten extra copies you purchased. They'll love it, buy ten books, and give them to everyone they know. These people will, in turn, read it and buy more ten copies each and give them away to everyone they know. And so on and on. Can you imagine living in a community where everyone "gets it", where everyone is committed to creating ripples in each other's lives? Wow, that would be powerful! I want to live in that community. Let's get started.

No, I don't work for the publisher or the author, but I do love to spread the word when I find a real gem and I love to give valuable books to people purely for the opportunity to build something magnificent. This book is a great resource for building lasting, genuine relationships and communities. Read it, follow it, and thrive! I have met Steve and The Ripple Effect comes from his heart - he lives it daily. Ripple On!

It's easy these days to feel adrift in a soulless world, where cynicism and selfishness reign and those who care about something other than quick sells and profit margins are considered weak and naive.

The Ripple Effect is a reminder of what life is really about -- helping each other and leaving a positive legacy. But not only does the book explain why our relationships with others deserve our conscientious attention, he goes on to provide practical tools and concepts to help readers make tangible improvements in their businesses and in their lives.

Part I, "Developing a Relationship Mindset", discusses the "science of ripples" and the innumerable and unpredictable opportunities, both personal and professional, that are possible in any given relationship. It also provides a simple personality model that makes it easy to tune your interactions with others to best maximize their potential.

Part II, "Planning A Relationship Strategy", gets you thinking about how you could explore the relationships you already have and how you could start cultivating more. It goes on to differentiate between good and bad networking and gives experienced advice on networking groups and identifying people whom you should seek out and those you should avoid.

Part III, "Practicing Relationships", defines different levels of relationships and discusses how to deepen them. It details a practical plan for overcoming inertia and starting your own ripples for everyone's benefit. The book wraps up by providing several inspirational stories of rippling and a final dose of encouragement and motivation.

The Ripple Effect will open your eyes to the wonderful possibilities of a life lived in cooperation, not competition, with others, and give you the tools you need to seek success in the world without selling your soul. Though some of the core concepts may seem like common sense, it's helpful to be reminded of them in such clear and pragmatic terms, and inspirational to know that there are a lot of people out there who want to join you in making the world a more fulfilling place to live.

It's an easy, sincere, engaging read, and a nice bookshelf filler -- every time your eyes glance past it you will be reminded of the karmic goodness it has brought, and continues to bring, into your life, and the lives of those around you. As Steve Harper says, "Ripple on!"

This book reflects the life experience of a woman of color who has shattered many glass ceilings and has paved the way for others to follow. Bordas now beckons us to join her in building the inclusive and multicultural society. Her view of leadership is the missing link. For too long, leadership has been dominated by a white, male orientation. Hooray! Now women and people of color can embrace their ways of leading and understand the power of their community-centered and socially responsible styles.

Juana Bordas provides a fresh perspective on leadership by weaving the traditions of Latino, African American and Native American's together in her book. Her progressive, forward thinking views offer tools for leading a new generation of young people with an appetite for integration and inclusion. This book provides guidance for the historic times we're living.

I have two children who are growing up in Denver, Colorado which is a multicultural city. We have been fortunate that our last 3 mayors have been White, Black and Latino. Our city council became a majority female in the nineties. Salsa, Soul and Spirit challenges us to not just invite women and people of color to the table- but to make sure we embrace diversity and utilize the gifts and assets they bring. The book provides the leadership tools we need to change the way we operate so that the values, experiences and history of all people are included in the way we operate everyday. Authentic diversity can't just be business as usual with different faces and races around the table! What a great example this helps to set for our children.

If only the wisdom in this book could be transferred to the minds of the leaders of our planet. Anyone who wishes to increase understanding and harmony should read this book and become inspired enough to start making some changes in the ways we relate to each other.

The story of a Latina finding her way and success in a non-diverse society coupled with insights into the "soul" of Latino, Black, and American Indian leaders. A must read for the leaders of tomorrow trying to bridge the gap between saying we are diverse and successfully reaching that goal.

I bought this book one week before I passed CA State Exam. I'm loving it! It gives all the nuts & bolts to a rookie for a quick & sound start in the business. This book is a must-have on the shelf for every new agent, period!

New or 'aged' agents will get many valuable tips from this book. It is just packed with useful information that a successfull real estate agent (Dirk) has learned over the years. Don't make the same mistakes. Learn from his experience and be a top producer.

This book is a must read for anyone considering a career in Real Estate as well as a refresher for experienced agents trying to get their business back on track. Dirk Zeller manages to distill a vast amount of experience down into a basic plan for success. (No magic bullets are promised: It involves honest work, but this book will help you manage your time better and allow you to concentrate on revenue producing activities.) For me personally, my biggest problems as an agent have been time management and spending too much time on non-revenue producing activities. These two areas of the book are worth the price alone. Highly recommended!

This is a very comprehensive book for beginners and experienced realtors. It seems to be losely based on the teachings of Mike Ferry by an experienced agent who actually did what he writes. I highly recommend it with one reservation: much of it is very similar to the book The Champion Real Estate Agent written by the same author. If you buy one of the books you don't really need to buy both.

This book does have some usful tips. However, the author is obviously a career salesman. He appears to have grown his career from real estate sales to selling his own products ( seminars, web sites, and sales coaching). He equates financial success by selling, to being a quality agent. His focus seems to be on the typical salesperson's perspective ie. ABC (always be closing), not matching the client to the property they want, like and can aford.

THIS BOOK IS LIFE CHANGING. I THINK THE RABBI HAS HIS THUMB ON THE TRUE WAYS TO GET WEALTH. IT IS A BOOK FOR THE WHOLE MAN AND NOT JUST ABOUT MONEY.

While this author has some good points and wisdom to share it is a very difficult read because it is horribly wordy. The author seems to go on and on and on about each topic/point. I found it very boring and difficult to read (and I love to read self-help books and have quite a collection of them). I think that the author should have either hired a ghost writer or the editor should have done a better job of cutting the wordiness out of the text. I finally started reading the summaries at the end of the chapters instead of the chapters itself. This had the potential to be a good book if it had been written in an easy read format. It would have been a much shorter book, though.

This is a wonderful book about human culture and the beliefs, attitudes and culture of wealth and prosperity. The book is full of basic wisdom and is an enjoyable and educational read for anyone, regardless of race, creed or national origin. I purchased several copies and gave them as gifts with enthusiastic responses all around.

I believe the world is a better place if we all prosper, and according to this book, we can.

He has done an impressive job in presenting how the Jewish people view making money. Truly, it's in how you view your contribution to others that both can be in a win-win situation. Intense reading, take your time in absorbing the information.

Rabbi Lapin begins by debunking the myths of why Jews are disproportionately successful in business. He then provides a powerful set of principles - the 10 commandments of making money - that can be applied by anyone. What is particularly powerful about the presentation are the spiritual links that Lapin provides from the Torah and the Talmud, as well as a sprinkling of teachings from the Kaballah. After reading this book, you have a strong understanding why business and making money are fundamentally spiritual undertakings. There also interesting and revealing teachings, especially for non-Jews, about the role of Hebrew in the Jewish faith, the meaning of the Star of David, and much more. If you want to grow financially and spiritually, read this book.

I admit that (1) I don't work alone; (2) I've never worked alone; and (3) I never thought that I ever would want to work alone. I'm a born "groupie" who has always been most comfortable immersed in a "team effort, melding my work with the works of others. Unfortunately, I was given this book by a friend who thought I deserved a "better life," and unfortunately a read it. Twice. I keep saying "unfortunately," because I have now been turned around,having been harshly bitten by the workalone bug. I want to go out and see what I can do on my own. I'm going to do it, and it's all the fault of this book. I'll let you know what happens...

This is the kind of book that gets you all charged up and roaring to get going. I am not at all certain that all current and potential solo workers possess the multi-directional energy and stick-to-it-iveness that obviously inhabits Dr. Felsher's inner self, but I do suspect that most of us, given the opportunity, should give "working-alone" a try. Success at this venture seems to be the very best kind of success one could wish for.

After finally obtaining and reading through a copy of "Working Alone," (which I understand is now out-of-print), I am convinced that the author has put together a not-so-minor classic that clearly deserved a wider readership than it received, (a view shared by several previous reviewers). I am not certain if the fault rests with a complacent/inactive publisher not eager to promote and publicize a book from an "unknown author," or a complacent/inactive author,ignorant of the wily ways of the book-publishing industry. Given Mr. Felsher's positive and aggressive nature espoused in the pages of the book, I suspect more the former than the latter. Whatever the reason, I certainly hope that he can be persuaded to devote some time to delivering a follow-on book -- perhaps even as an e-book. I, and several others, it would seem, eagerly await such a development.

i was impressed -- really impressed -- with this book. very important lessons on virtually every page. "telling it like it is" is little more than a cliche nowadays, but by heavens, that's exactly what this fellow consistently does. a pleasure to read, it must have also been a pleasure to write. i look forward to more of the same from him.

I am a consultant, working by myself (president and chief bottle-washer) out of my home in suburban Baltimore. I've heard good things about this book, but was unable to locate a copy until last week. I was finally able to get a (used) copy of Working Alone, and having read it and believed it thoroughly, it has earned an honored spot atop my desk, and will remain there indefinitely. This is a sure "must-read" for anybody out on his own. A lesson on every page (well, maybe not _every_ page, but close). Count me as a big fan...

Ryan's book would make a wonderful addition to any entrepreneur's library. It discusses how he founded iContact and how he grew sales to more than $1,000,000 within 3 years. It also highlights the challenges Ryan and his team encountered with raising venture capital, hiring key staff members, crafting online marketing initiatives, developing products and putting systems in place to ensure success. I highly recommend this book.

Matthew A. Martinez
Author of Investing in Apartment Buildings: Create a Reliable Stream of Income and Build Long-Term Wealth and 2 Years to a Million in Real Estate
www.matthewamartinez.com

The title (or anything containing the word 'million' for that matter) makes one wonder if it is more hype than substance, but the content proves otherwise. Good reference/guide to have when starting a new business.

At Age Twenty One, there seems to be two common destinies for Americans - suffering in poverty through college or suffering in poverty through the work force. Not for Ryan Allis - by age 21, he his company had reached, $1,000,000 in sales, money most people may not see even at twice or thrice that age. Since then, that one million has become pathetic in comparison, as Allis's company, iContact Corporation, has reached, $10 million in yearly sales. Allis now reveals his secrets in "Zero to One Million: How I Built A Company to, $1 Million In Sales...And How You Can, Too." Focusing on something he refers to as the "Market-Advantages-Return" evaluation system, he will advise readers to if their businesses are viable and to write a business plan to capture the attention of investors, how to start on nearly nothing, online selling, and so much more. "Zero to One Million: How I Built a Company to, $1 Million In Sales: And How You Can, Too" is highly recommended to budding entrepreneurs everywhere and for for community library business collections.

Ryan graciously shares his knowledge, which is immense. He details his process, and does so with a clear language without "dumbing down" the content. His story is amazing, but approachable. The reader is able to follow his lead and gain inspiration. Additionally, the humanitarian elements of this phenom are sure to bring him even greater success.

I have no comments on the book. It is a good book. But the service or the system of Amazon is bad. I accidentally order the book twice with my wife account, and the other order has not been shipped yet but can not be canceled and now I have two copies as I have to receive it then to return it again. I live overseas, the cost to return it is more expensive than the book itself and it does not work by not receiving it in my country. Why we can not stop shipping the book while it is still there in amazon in US? Thank you for the customer service that do not help to solve the problem. They just can tell you how the return policy works for the world. Please do not bother to send me anything, I am just not happy with all this happening. The customer service just stop replying my mail and silence...

This is the most revolutionary business book of the last twenty years! Not since Tom Peters masterpiece, "In Search of Excellance" has a book captured a message so profond, yet so simple. This book can change the course of American business and re-establish our country's confidance in corporate America. Timely, Powerful, Necessary!!!

During my 14 years as a business attorney I have seen clients rise and fall, succeed and fail - and one thing always stands out. The most successful clients are not threatened by the competition, have loyal employees and love what they do. I have read this book 3 times and it has helped me in reshaping my practice. Now, I give it to clients, especially those who have backed themselves into a corner and need the rest of the world to get out and succeed. Contact Sport lays it out clearly and the value system it presents works. As a business woman, I'm not crazy about the macho sports paradigm though. Not everyone does sports ball guys!

At first blush, Tom Richardson and Gus Viduarreta's book seems only to tell you things you already knew. I built a large computer-consulting firm (600+ employees) using many of the same principles described in the first chapters of the book. My first reaction was "Why do I need this book?" After reading it through to the end my feelings changed drastically: "Why didn't I have this book ten years ago?"
What Vidaurreta and Richardson do so well is provide an effective framework for organizing and harvesting a company's relationship management techniques - techniques that we all tend to use, but only in a haphazard and slipshod fashion. The book, in a practical "what to do on Monday morning" fashion, outlines how, with a little thinking and organization, you can vastly increase return on the relationship management techniques that you may already have in place. It then goes on to point out techniques you probably never thought of...
In my opinion a lotta bang for very little buck!!

I guess I'm one of the fortunate ones. I had the opportunity to work with Tom and Gus for a few years back when they first birthed Systems Consulting Group. I spent quite a bit of time with Gus and noticed from day one that he had an uncanny way with people. So I paid close attention and began to soak up all I could. I'm not wired like Gus is motivationally, nor am I gifted with his charismatic personality. I'm a software consultant, I'm still thrilled with the technical side of IT, and that's where I want to remain...but the competition is getting more and more fierce.

I recently discovered that Gus and Tom had written, "Business is a Contact Sport" so I rushed to Amazon[.com] and purchased it...more from curiosity than anything else. What I never would have realized had I not read the book was just how much I had gleaned from my time with them. I've actually been using many of their principles for more than a dozen years and greatly benefiting from them. I've had numerous long-termed engagements as I watched people with more expertise and more years of experience than myself being laid off. I've been able to cultivated relationships with key individuals at many of the clients I've worked at and have frequently been able to leverage these relationships into longer term or repeat engagements. Along the way I've always tried to help people in every way I could, even when I knew there would be no chance for reciprocation.

Maybe you're like me, you're not CEO material (or CRO for that matter) and you don't have the desire to IPO new companies, you're happy with your career but want a edge at being able to land the longer term or more lucrative job assignments. This new book is not just for the top executives, it's for the average person like myself who just wants a leg up in this new economy.

By the way, my wife and I attended the first Christmas party that SCG gave back in 1988, the one that cost 10% of that year's profits. They didn't have to invite me, they knew I'd never be a large source of income for the business, but they cultivated the relationship anyway. Relationships truly are circular aren't they...here I am fourteen years later giving a rave review on their book!

Of course you don't have to buy the book to benefit from their knowledge, you could begin your career under their tutelage like I did!

Kurt Sligh
Software Consultant

Tom Richardson and Augusto Vidaurreta, the founders of the Systems Consulting Group, have had tremendous success since the late 1980's using some of the obvious techniques necessary in business that we all know are important, but sometimes forget to practice. For the seasoned business professional BUSINESS IS A CONTACT SPORT easily defines and labels terms for the principals we know are important for us to succeed, but didn't know how to organize them to teach them to new entrants into the business world. Business leaders should read and develop a cheat sheet of the 12 principals and post it as a reminder of what we need to be doing each day. BUSINESS AS A CONTACT SPORT has been tested and passed with high grades from some of our best business schools. RAM, Relationship Asset Management and CRO, Chief Relationship Officer will become a standard in the evolving business world. Managers need to arms their sales staff with this book as well as department heads and HR personnel.

This book is an easy read (2 to 3 hours) with deep insights about following your passion. The information is depicted like a story of a mentor and mentee.

Mr. Reid's message is very inspirational and it moved me to take action resulting in profound changes in my life. Mr. Reid "walks his talk" therefore the principals that he teaches automatically has an powerful impact to the reader in the most authentic way. A true masterpiece, pack full of solid teachings that will affect your life in an Incr-e-i-d-ible way!

This book is a quick and easy read that gets down to the basics of what it takes to be successful without the hype. Straight forward and fun to read, The Millionaire Mentor is a must for anyone who is looking for the foundation that all successful individuals have in common.

One of the Best books I have ever read! Teaching you the laws of success in a story format that hits home. A must read for anyone who wants to get to the next level of success.

Don Boyer
Creator of The Power of Mentorship series

I love the fact that the book is a combination of fiction and nonfiction, putting across a great message told as a story. To use a famous sales quote: "Facts tell, Stories sell", and the story in this book really makes sure that the message hits home.
If you love books like "Rich Dad, Poor Dad" by Robert Kiyosaki and "The One Minute Millionaire" by Mark Victor Hansen and Robert Allen, make sure you get a copy of this great book as well.

Great title but worthless book. Do not be sucked in by the title and excellent cover. There is little in the book except sophomoric drivel. Any other basic book on the subject of the financial ramifications of retirement subsume any thoughts put forward in this book and go way beyond them. Don't waste your money, unless you like pretty covers.

All of us have a picture of what we hope our future retirement (i.e. destination) will look like. In "On Golden Pond...or up a creek?", the author, in a humorous, non-judgmental or condescending tone, shows us not only how to take that picture out of our mind, and transfer onto paper, but also helps us design a "roadmap" to getting there. A roadmap that is as individualized as we are, as each is based on our unique past experience, current situation and responsibilities, and our future hopes and dreams. Should we choose to follow the roadmap we develop based on the principles outlined in this book, our hopes and dreams become the journey. We can be confident about reaching our destination, because we know exactly where we're headed, how we'll get there, and when we'll arrive. Thank you Bill, for unselfishly giving of your time in writing this book; hopefully "Golden Pond" will be very crowded!

Kudos to Bill Billimoria for this very readable and entertaining primer on the blocking and tackling fundamentals of retirement planning. This deceptively simple text should be required reading for every early career person trying to decide about signing up for their employer's 401(k) or an entrepreneur vaguely considering creating an IRA. The concepts outlined in the book should motivate them to action. It's never too soon to start planning for retirement. Once the habit is formed it will stand you in good stead all your life. The alternative to taking Bill's advice is to marry rich.....something most of us have failed to do!
Alice Magos, MSA, CFP, CFE

Financial Planning books are usually eyes glazed over boring, but On Golden Pond or Up The Creek kept my interest the whole time. I found all of the concepts easy to understand and, more importantly, easy to apply to my life. What's best is that it's humorous. I don't know how you turn a book about things financial into a page turner, but Bill pulled it off. Thanks Bill...finally a book about financial planning I can use.

This book is something to provide to younger people in our society who are entering the workforce or a career. Many of them have absolutely no idea about the dynamics of money as a means of achieving wealth to lead an independent life upon retirement. Retirement itself is a foreign concept to many of these younger people who are more intent on consuming than investing. But what is important is that they have the element of time to allow their investment to grow if only they could see that benefit and take advantage of it. This book does exactly that. For those of us who have recognized the principles of time and compounding of interest, dividents, and capital gains in our own investments strategy, there is nothing here that is either revolutionary or adds to the already existing literature on that topic. In one chapter, the author discusses in general terms the impact of estate planning, but there are no details or real explanations about the intricacies of it. There is no discussion of gifting or renunciation of bequests as a means of passing wealth irrespective of ordinary testamentary devices such as outright bequests or through trusts. While I am not suggesting that the author needs to provide legal advice, I would have appreciated seeing a discussion of some other estate planning concepts as those just mentioned. This would have provided some ideas. Instead, he advises people to seek legal counsel after a brief discussion of the complexity of estate planning. There are other books out there providing more detailed information about the concepts of estate planning for retirees. Also there are no details on how to take minimum distributions from tax deferred investments, whether to take early Social Security retirement benefits, advantages or disadvantages in converting from tax deferred IRAs to Roth IRAs, and types of long-term care insurance policies and advantages on how they can be structured. These details can be found in other books but are not included here. Since there is no index to this short volume, it can be said that its chief advantage is really that of a primer rather than an exhaustive discussion. Perhaps it is most useful as a springboard for further reading, especially for younger people. Most of us saving for retirement have already mastered the lessons set forth in this book. It is time to go on. Let me suggest Evensky and Katz's Retirement Income Redesigned and Slott's Your Complete Retirement Planning Road Map. While neither of these books deals with all aspects of retirement, they do provide an excellent and detailed discussion of dealing with retirement plans already in effect.

Competition is fierce and having the best marketing department or newest product is not good enough. All successful Sales professionals possess skills that set them apart from their competitors and effective writing should be at the top of their skill set. In her new book, Power Sales Writing, Sue provides the tools that will inspire the reader to develop or enhance their writing effectiveness and ultimately set them apart from the competition. Power Sales Writing has a prominent position on my bookshelf - a must read!

Share this book with everyone in your organization that has any sales contact and increase their their effectiveness. Sue cuts to the heart of good writting skills. Her book is easy to read and offers countless tips on letter writting, e-mails and better communication.

Sue is a nationally recognized speaker who captivates her audience with pithy observations, high energy and charm. She has successfully translated that into a terrific guide that will be helpful to new salespeople as well as pros. My favorite part is how she points out the pompous phrases that are often used instead of everyday common sense language.

I must say I am little disappointed. I would not tell someone not to buy this book but I would not tell someone to buy it. The book does deliver what it says on the cover. I am not so sure how powerful it is. It is about writing style and how to make it better, easier and faster. I am still trying to decide if I learned anything from this book that is of great value. I am sure I will reference this book in the future and for $10.00; hay what the hell. I have bought computer books for ten times that amount that I hated. If you have difficulty writing and getting your ideas on to paper maybe this book is for you. It is short and it is very readable. I would classify this as an average book. And sorry Sue since my name is not on this I just pounded it out on the keyboard and let the letters fall where they may.

With all of the advances the age of technology has brought us, there have also been a few setbacks. One of those setbacks comes in the form of a lack of professionalism in writing. The email era has all but eliminated professionalism in business communications. POWER SALES WRITING by Sue Hershkowitz-Coore seeks to restore some of that lost professionalism. What we have here, however, is not just about improving the level of professionalism in email, but is applicable to all realms of business writing.

The author begins by introducing four questions that are basic components of all business writing. The professional writer should always begin their prewriting with these four basic questions. Doing so will insure the writer always achieves the desired result. There is an incredible amount of information on such a wide variety of writing tips, such as proofing, when and how to use buffers, and legal culpability in business communications.

The book seems to be aimed at a general audience (anyone who conducts business communication) as well as a specific audience, (copywriters). The content here is beneficial for both audiences and, I believe, meets reader expectations of either group. The last half of the book does slant more towards the professional copywriter, but can still be applied to general business communications.

In the last half of the book we find direction on sales letters. Here, the focus is on such things as sales letter characteristics, the power of testimony and using stimuli words (visual, auditory and kinesthetic) to appeal to various learning styles.

The final section really helps the reader to challenge him or herself from writing habits found less than admirable. This is somewhat of a melding together and condensed version of Richard Bayan's "Words That Sell" and Strunk's "Elements of Style". Of particular note, I found on the final page of text, a technique I have used for years. That is making a list of the ten most important things learned from the book, picking a couple to focus on for a month, then moving to the next two. The problem here is, for me, it was difficult holding my list down to ten items.

This is a critical edition for professional copywriters. It is beneficial for all professionals who must use written communication. I found the book exceptionally well written. Hershkowitz-Coore's obvious skill as a writer makes the book very easy to comprehend.