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Top book on sellingReview Date: 2008-10-26
Far and away the best book on sellingReview Date: 2008-04-25
This hard cover book is available for what? $0.35 used here on Amazon. If you can't invest $0.35 in your life and career you are hopeless. Buy this book, study it and put it into practice. You career and your finances will take off.
What else can I say, I lOVE this book. Dog-eared and underlined it holds a prominent place in my professional library.
An exceptional book on successfully navigating the sales processReview Date: 2008-03-03
The chapters cover all aspects of sales,
1). The Psychology Of Selling
2). The Development Of Personal Power
3). Personal Strategic Planning For the Sales Professional
4). The Heart Of The Sale
5). The Profession Of Selling
6). Motivating People To Buy
7). Influencing The Buying Decision
8). Prospecting: Filling Your Sales Pipeline
9). How To Make Powerful Presentations
10). Closing The Sale: The Endgame Of Selling
If you read and understand this book and then use what Brian is teaching you, you will have a much better chance at being successful in the sales world.
two other sales book I highly recommend you also read are Zig Ziglar's Secrets of Closing the Sale and How to Master the Art of Selling
Great Selling ToolReview Date: 2007-12-24
The One BookReview Date: 2007-10-25

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Added to my libraryReview Date: 2008-10-27
Aladdin FactorReview Date: 2008-02-23
Pure GoldReview Date: 2008-06-19
Joe's ReviewReview Date: 2008-04-28
Jack Canfield and Mark Victor Hansen's ~ The Aladdin FactorReview Date: 2008-01-20
The Aladdin Factor is a simple fast-track to getting what you want. Originally released in 1995 (around the time Chicken Soup for The Soul series was really taking off), this book changed the way I approached business and personal interactions.
I believe that one of the greatest lessons you will ever learn is included in this book. The art of asking for what you really want.
Canfield and Hansen explore five barriers to asking for what we want:
(1) The first is ignorance. Often, we simply don't know what to ask for. This occurs for many reasons including lack of exposure, not knowing the resources available and not fully understanding our personal desires and yearnings.
2) Second, limiting and inaccurate beliefs keep us stuck in what we know to be true from past experiences. This includes programming from parents, teachers, churches, peers and the media.
3) Fear is the third barrier (and one I believe we can all relate to). It is fear, usually based on past disappointments and experiences, that hold many of us back from asking for what we truly desire. The fear of rejection is particularly debilitating. Fear of looking silly, being humiliated, feeling powerless, punishment, obligation and abandonment are all key players in keeping us stuck.
4) Fourth is low self-esteem. Often we can feel unworthy of love, happiness and our true desires. This is because of inferiority complexes and false beliefs that our needs and wants are worthy of pursuit.
5) Pride is the final barrier and, according to the authors, is especially difficult for men. Although I see this trait in many of my women friends. We tend to remain guarded and not admit that we need help and support. Asking for this sometimes makes us feel inadequate.
The key to getting what you want is simple. Recognize and correct the barriers that apply to you. Become comfortable with who you are and what you really want and need (this may take some time).
Finally, ask for what you want in a way that is mutually beneficial for all involved. The key point I took away from this book (and continue to hold near and dear) is having the courage to simply ask.
Look at it this way. If you really, truly want something, the only way to get it is to take actionable steps, including asking. If you ask for something you want the worse thing that can happen is someone saying "no". Although this may seem devastating, in reality, you are left with nothing less than before you asked. And, if the answer happens to be yes, you have moved so much closer to your end goal.
So, go ahead, ask for what you want. The results may surprise you.

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Profound in its simplicityReview Date: 2008-09-14
Practical, Effective, TransformativeReview Date: 2008-03-15
Get on the Bandwagon!Review Date: 2008-01-24
Are you ready to succeed?: review by Jon Gillespie-Brown, Author "So you want to be an entrepreneur"Review Date: 2008-09-27
Who wouldn't be interested in what this man has to say, right? You'd have to lack a pulse not to want - better, profoundly yearn for - the life affirming perspective and deep joy in being alive he describes.
But have you or I got the vision, guts and discipline to commit to what it's going to take? That's the central question this book poses on every glorious and uplifting page.
Like Stephen Covey's "Seven Habits", Rao proposes that meaningful change happens from the inside out: You'll recall Covey's first 3 habits are about "Personal Victory".
This book is more powerful because it doesn't deal with practices - "habits" - for cognitive behavioural change, like Covey. No, Rao challenges the fundamental fabric of our life experience: our very consciousness.
In one sound bite, the rallying cry of this book is: "live a conscious life".
I'm excited by this. As someone who has lived in a coma - mindlessly propelled by the "conveyor belt of life" - and has jumped off, this resonates very deeply with me.
But this isn't a quick fix. Rao invites you on a very tough spiritual journey that will last a life time.
Brutally simplified, he invites you to become conscious of your self-limiting, self-defeating models of the world, your judgmental critical dialogue, and to develop insight to shift these, partly using the meditative practice of mindfulness.
The outcome: "Gradually, you get to the point where you can control what you are consciously comfortable with letting into your mind. And that is how you start straightening out of your life"
But that's not the tough part. What comes next is far more challenging. What if you believed the Universe wasn't "a dumb, insentient mass" but "a conscious entity that is intimately intertwined with you and not separate from you. It wants to give you what you desire and you can influence it"
Wow! If that was your operating principle, just imagine how different would life be? How much more time and energy would you spend focusing on and manifesting what you want in life instead of worrying and complaining about what you don't want?
Most of the rest of book is dedicated to building the "Benevolent Universe" model. Rao coaches us on how to let go of guilt, blame, destructive habits and anxiety about what we can't control. This all uses up valuable energy and makes us feel powerless: far better to channel energy into constructive and resourceful practices that serve us.
Specifically he shows us how to use the "Law of Increase", the reality that "Whatever you are truly grateful for and appreciate will increase in your life" and how to manifest our deepest desires simply by being resolutely and single-mindedly focused on them with a deep conviction that they are already ours.
Freedom and happiness? We already have them: they're inside, not outside us.
Thinking we have to "acquire" something to be free or happy is misguided, according to Rao: "The talons of our addiction shred our minds and wreck repose... There is nothing you have to get in order to be happy"
Why go on this journey at all?
Because fundamental to our purpose is contribution: the unique gifts we're on the road to discovering and manifesting in the world will contribute to the greater good: literally make the world a better place.
"When you stop explicitly focusing on yourself, on what you want and don't have, and start focusing on how you can be of service to a larger community, then you set loose some very powerful forces"
The reward of accepting the challenge in this book is enlightenment: a deep understanding of your purpose in life and the insight to manifest it.
It will make a leader of you, if you let it.
Practical mental exercises to improve your attitude and make you happierReview Date: 2008-03-01
After enlightenment, chop wood carry water.*
I read the book's title as meaning "You're successful, are you ready for that?" rather than "Do you want to succeed?" emphasizing the word "ready". And just as reaching enlightenment does not obviate the need to perform the more mundane chores of life, being ready to succeed does not obviate earning a living or making friends. You can do both but if you're not ready to see your success, you won't realize that you are successful and you won't be as happy as you could be.
Rao only indirectly writes about increasing the material and social markers of success, i.e. how wealthy you are or how many friends you have. He stresses that we need to give less importance to these markers and to appreciate what we already have. (And when adversity strikes, we should appreciate that it wasn't worse.) Success breeds success but only if you nurture it properly and that's what he writes about.
Rao's techniques are simple and effective. He first gives examples of what he calls mental models, or predetermined thinking patterns. For example when you are preparing for meetings you always assume that people will argue with you, this predetermined pattern in which you think is a negative mental model. Rao wants us to become conscious of our mental models, especially the negative ones. Next he wants us to detach ourselves from them. He has us create an imaginary friend, who's actually not a friend but an unbiased observer. We're to imagine this friend to describe what we're saying or thinking.
Rao offers many more exercises, with the later exercises building on the earlier ones. The best thing about "Are you Ready to Succeed?" is that the exercises are practical and not too New Age-ish.
Vincent Poirier, Dublin
*Thanks to Eric for the "Buddhist saying". VP

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Detailed, Informative AND FunReview Date: 2008-10-14
'Alternative Photographic Processes' has so many ideas that you can pick and choose from, yet I enjoyed reading through the whole book start to finish, even though I don't intend trying out everything here....This would take a lifetime.
It's backed up by photo history which really brings alive the processes as you try them out and keeps the maths/science/techno info to a workable minimum.
Bascialy, for those who don't see photoshop as the be all and end all, this book brings photography alive and makes is seem...well, magical again.
if you need an overviewReview Date: 2008-09-09
Some of the process described are at this moment impossible to perform, simply because the chemicals are not available anymore; they are too dangerous. The books states that as well...
If it's alternative you want...Review Date: 2008-06-16
All the processes are historically contextualized.
Congratulations Christopher James for this great book.
Alt Pro book second edition is gouda, like cheese.Review Date: 2008-05-09
Oldie but Goodie UpdatedReview Date: 2008-10-16

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Business is a Contact SportReview Date: 2002-11-12
"Contact Sport" helped me - now I give it to my clientsReview Date: 2002-10-04
Relationship management taken seriouslyReview Date: 2002-06-20
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!!
Not just for the top execsReview Date: 2002-09-30
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
12 Principles to greater success!Review Date: 2002-09-21

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Are you D with GTD ?Review Date: 2008-10-29
The photo on the cover is a person *without* the author's methods!
Mr Merson deserves $1,000,000,000, a Nobel, or both.
When alternative methods fail, disappoint, or complicate and overwhelm into chaos, switch over to following *this* book.
This book makes working *fun*, if you can believe that...
Try using this book for managing work matters and personal matters, both.
You will gain a clean and uncluttered workspace. Matters--whether they come at you via a person's visit, a call, a meeting, a voicemail, an e-mail, a text message, your own thoughts, or however else--now come under a unified and flexibly prioritized means for being handled well and resolved so you can move on to what is next.
This method is fantastic for every leader. And a leader can use this method well in coordination with their assistant if need be.
You and others will be wowed by how on the ball you are. Your choices regarding each matter will be wiser because the method asks you to review your work matters daily, and lets you delay your decision re: each item until some good deadline that you choose. You get matters done bang on time. Less relevant or wrong items "wash out," which alone is excellent because you are not burning time and energy in dumb ways: For example, no longer will you have the crackberry killing you, 24/7. Nothing that is truly important will "fall between the cracks." Merson's system gives you the "freedom to forget."
Trust me. Start using this book. You will be amazed at how many big items you are getting done every day, and without stress.
Among other applications, Merson's system will help you personally to have the highest possible credit rating. Do what i do: When you receive a bill in the mail, open it, toss the junk elements into the trash, put a post-it note on the bill, then staple both to the bill's envelope. On the post-it note write down the date the bill must be paid and mailed out for your creditor to receive their payment from you on time. For example, if you get a phone bill, and it is due Dec 17, jot down "Dec 10" on the bill's post-it note. Then leave the bill on your "turtle" [Book's central concept: Read the book.], and go do what you like. On the day the bill should be paid and mailed out, do same. Do this for all your bills. Assuming you are avoiding other financial nitwittery, you can sit and watch your credit rating become and stay top quality.
Bonus idea: To perform at your very best, use this book along with Miller, Surviving Information Overload.
I am not the author or a friend of the author's. These views are without ulterior motive.
Free at lastReview Date: 2008-09-28
I am so grateful for what Len Merson has done in writing this much needed, life changing book.
The Instant Productivity Toolkit should be mandatory reading, not just for the office worker or manager, but for everyone who wants to leave work at the end of the day to be free to pursue the rest of their lives.
If you've felt like you can't get a grip on the workload that's staring at you day-in, day-out, buy this book, use it, and you-will-reap-the-rewards.
Truly an indispensable guide.
Most helpful practical guide I've come across!Review Date: 2008-06-03
Len Merson - True Teacher of Organization.Review Date: 2008-01-29
I feel I am a smart person, but organization just seemed to escape me. Perhaps it was not possible to juggle so many things at once. Though I had the desire to learn and could imagine what it might be like to be more organized, I could not seem to achieve it.
One day, on a whim, I went to Borders to look at books on organization. I looked at the Idiots and Dummies books, and many others. I bought Len's book in the end because he promised a system that would make sense. It struck a chord and once I bought it I dug in. I have dog-eared it, book marked it, read it backwards and forwards, taken notes, and feel that it is an easy program to understand. It is simple. It centers on minimizing distractions and maximizing efficiency.
How many times do you move a paper, note or pile? Do you even know? When I first bought the book, I had no idea and tried counting one day to see how many times I moved different items on my desk before I actually dealt with them. Some items got moved 13 times prior to completion!
If you want to learn simple techniques - not tricks, not illusions, not gimmicks - read the Instant Productivity Toolkit. Len teaches you how to be organized. He shows you what to do with different pieces of information such as how to identify them and properly place them into a workflow system. The system in turn helps you identify next steps in advance of deadlines so that you look good at work, feel good about your work, and feel great leaving work.
If you want to reclaim your life, invest a few dollars in your technique and buy the Instant Productivity Toolkit. It is the best book on organization and fulfillment you will ever purchase.
Book Of FreedomReview Date: 2007-11-18
I always had the motivation to get things done, read widely about the subject, tried different systems... with quite limited success at home. I constantly felt the deep pain of not being able to effectively get personal projects done, it wasn't until this weekend did I realize that how much energy those mental chatters have cost me: it literally deflates the spirit. I didn't have a good system; luckily I found this book -- it offers an excellent and simple system.
One key benefit I reap from reading this book is that, I was able to finish 4 evening/weekend sessions of self-study on my chosen subjects outside home this past week, guilt free and highly concentrated: because the other tasks had been/was being taken care of effectively so no worries. 20% of our activities produce 80% of the accomplishments according to the 80-20 principle, for me studying these subjects and applying them is one of my core value-producing activities; however before I was so bogged down by my unfinished tasks, therefore most if not all my time was spent on those 80% low-value producing activities. Now this is the start of freedom...
I know for a fact that the inability to create clarity and order in their lives has cost some people so much: inner peace, relationships, money (in terms of lost opportunities), time could be better spent in nature and/or with family. It's literally life losing touch with its unlimited nature. Worse, I think some people live in mild depression simply because the sight and feel of not processing their tasks timely hunts them day and night... this book could change life. I think productivity & being organized is one of the very few core skills that is mandated if we yearn for personal/inner freedom, and this book offers such a wonderful , brilliant solution.
It's time to create clarity within and externally, I wrote this to encourage myself and fellow travelers. Many thanks to the author!

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Good Story......Review Date: 2007-09-15
Solid teaching that will affect your life in an Incr-e-i-d-ible way!Review Date: 2007-04-03
A quick read that gets the point acrossReview Date: 2007-04-01
The Millionaire MentorReview Date: 2007-03-31
Don Boyer
Creator of The Power of Mentorship series
Absolutely Fantastic!Review Date: 2007-03-31
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.

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Mobbing Book ReviewReview Date: 2008-09-29
A Must For HR Professionals...Review Date: 2008-01-12
Although a little dry at times, MOBBING: EMOTIONAL ABUSE IN THE WORKPLACE is nonetheless an important book detailing a little-known phenomenon that has become rampant in companies and universities everywhere. The author explores the difference between mobbing and simply bullying, explaining that the former entails multiple coworkers ganging up on a single person in order to humiliate, discredit, and eventually dispel them from the workplace. Often the ringleader is a boss who finds the employee threatening. The author details the steps in the harassing process, and outlines the adverse effects on the workplace and the victim, explaining why the US needs to have legislation in place to prevent this common, but primarily unidentified, process. This is a very important book for HR professionals, as mobbing occurs in fifteen percent of all workplaces, yet is rarely recognized by the administrative employees called in to deal with the effects. Many times the situation is manipulated so that the victim appears emotionally unstable and paranoid. As someone who was herself the victim of a mobbing at a former job, I found this book a valuable tool in putting into perspective what had happened and why. If only I could get my ex HR director to read it!
Pay more attention to MOBBERS and BULLIES/THEY ARE WORKING AGAINST YOUR COMPANYReview Date: 2008-02-24
NO TOXIC "OUT OF CONTROL "coworkers who mob.People just go to work to make a living, not a living hell.
One day soon.Review Date: 2007-11-20
I see that we are in a similar situation now with narcissistic abuse in the workplace. Not all organizational "mobbing" is caused by narcissism, but a whole lot of it is. In order to make a narcissistic organization "work" some people have to be designated as "second-rate." Ironically, the "second-rate" people most often have more on the ball than the "first-rate" people because they are too smart and emotionally healthy not to get involved in the narcissism of it all anyway. They just want to work.
One of these days, and I hope I live long enough to see it as much as Gloria Steinem ever wanted to live long enough to see laws against sexual abuse, I want to see laws against the emotional phenomenon of "mobbing" as other bellwether countries in the world have already done. What a great day that will be for the human race.
This is an excellent book. Well written. Well researched. As a recent victim of "mobbing" I can tell you that it does exist. Victims of sexual harassment/discrimination in the workplace years ago had to experience the phenomenon of either too few people believing them or too many people believing that it really wasn't that big of a deal. One great thing the authors do is to verify that "mobbing" is serious emotional abuse. That name it and call it for what it is: evil.
Why do we put up with "mobbing" today and why isn't it within the awareness of the average American yet? The author gives us some ideas why:
"One is that mobbing behaviors are ignored, tolerated, misinterpreted, or actually instigated by the company or the organizational management as a deliberate strategy." Been there, been a victim of that, got the T-shirt.
"The second reason is that this behavior has not yet been identified as workplace behavior clearly different from sexual harassment or discrimination"
"Thirdly, more often than not, the victims are worn down, feel destroyed and exhausted. They feel incapable of defending themselves, let alone initiating legal action." (page 20)
This is a super, comprehensive, competent book. I suppose that the only critique I would have of it is that the authors should have spent more than two modest pages on Narcissistic Personality Disorder. More often than not, this personality disorder is at work when "mobbing" is taking place. I really think a deeper discussion of this phenomenon could have added more psychological depth to the book. Furthermore, by doing so the authors could have helped "mobbing" victims by giving them definitive proof that the "mobbing" perpetrators, not the victim, are the ones who should be ashamed if anyone should be ashamed.
You know, now that I think about it, the authors should have focused more on "shame" as well. A huge part of the "mobbing" phenomenon is "shame dumping." The victim is supposed to be ashamed for not being "good enough" or whatever. The fact is that the "mobbing" perpetrators are probably highly motivated to avoid shame and thus dump their shame on a "not good enough" co-worker/employee. By spending more effort on unpacking the phenomenon of "shame", I believe the authors could have done a better job of helping "mobbing" victims put the shame that was dumped on them back on where it belongs--the perpetrators.
All in all, though, this is an excellent addition to the discussion of emotional abuse in the workplace. We're in denial as a country, in my opinion, to the severity of it in all areas of society. We need to follow the other European countries who call it for what it is and write laws against it.
But, one day...one day...we'll call it for what it is. I just pray I live that long and that my children won't have to fight that inevitable fight.
Let's win it soon.
psychological harassmentReview Date: 2008-03-01
But immediately after quitting, I then became a victim of "gang stalking", which has many similarities to mobbing, but takes place in the "community". I first encountered the word "gang stalking" during my research on "mobbing", and it sounded quite preposterous to be honest. However, now that it is happening to me, I'm finding that it isn't such a new phenomenon either. An example is the FBI's COINTELPRO (Counter Intelligence Program). I keep asking myself "Why Me?. Its not like I'm a radical trying to bring down the government.
Could this have happened if it weren't for the so called "Patriot Act", creating opportunity for abuse of power and high technology? See "Opening Pandora's Box: How Technologies of Communication & Cognition May Be Shifting Towards a Psycho-Civilized Society" by Kingsley Dennis of Lancaster University. Another good paper is "The Mind Has No Firewall" by Timothy Thomas of the US Army War College.
I'm sure the number of people that experience "mobbing" is going to far outnumber the number of people who ever experience "gang stalking", but please believe that this is a reality in modern day America. So much for the 8th amendment about "cruel & unusual" punishments, not to mention all the other laws against this type of activity. With mobbing, I was afraid of losing a source of income & diminished health. With gang stalking, I'm afraid for my safety. I've received threats of bodily harm, threats of being framed for crimes, persecuted by the government and its extra legal "vigilantes" leaves no hope for justice, and imprisonment. Most interactions don't involve a major threat, but are just acts of harassment to let the victim know they are under surveillance. Anything to maintain a climate of fear and uncertainty. Hearing "directed conversations" (which repeat certain threatening themes, or relate to something personal in your life) at a restaurant or while walking, street theater, being tailgated or crossing paths with vehicles of various companies or government units (for instance, they all happen to appear at the intersections you stop at to condition the victim to start interpreting that type of vehicle as a threatening symbol), ect... after a while leave the victim realizing there are too many occurrences for all of them to be isolated random events, but are being coordinated by a government agency. Why would the government go to all of this trouble with our tax dollars? To quell dissent? Unify people by finding scapegoats for the vigilantes to persecute? Persecution on behalf of corporations?
This has been going on for quite a few months and I feel mobbing victims would be the most likely to understand or at least listen since the goals and methods are similar in many way. To Discredit & Destroy people in a way that leaves little evidence of the crime, and to provoke and blame the victim. And both mobbing and gang stalking are repetitive types of abuse that occur over a long period of time, so that the victim is always worried about "what will happen next?".
Its depressing when so many people gang up on you, but I think the bright spot to remember is that these liars and cowards are forced to carry out their activities covertly, since most Americans would be outraged if the true facts were ever revealed. If you are in a mobbing situation, this book is well worth the money.
P.S. The following quote from the book "Stalking the Soul: Emotional Abuse & the Erosion of Identity" is interesting. Marie-France Hirigoyen's research helped establish the anti-mobbing laws in France.
by Marie-France Hirigoyen, Helen Marx (Afterword), Thomas Moore (Translator)
"Often, emotional abuse builds over a long period of time until it becomes so unbearable that victims lash out in frustration and anger, only to appear unstable and aggressive themselves. This, according to Hirigoyen, is the intent of many abusers: to systematically "destabilize" and confuse their victims (with irrational, threatening behavior that preys on the victim's fears and self-doubts), to isolate and control them and ultimately to destroy their identity."

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On Golden Pond... Or Up the CreekReview Date: 2008-08-02
Great book!Review Date: 2008-07-07
On Golden Pond... Or Up the Creek?: Review Date: 2008-06-17
Alice Magos, MSA, CFP, CFE
Thanks BillReview Date: 2008-03-07
enlightening for the uninitiated, superifical for othersReview Date: 2008-01-18


Power is an UNDERSTATEMENT!Review Date: 2006-04-20
OK Book; Not GreatReview Date: 2004-05-20
Power Sales Writting is as essential a tool as a dictionary!Review Date: 2003-12-10
Sue does it again!Review Date: 2003-10-25
A "must have" for professionals.Review Date: 2007-03-08
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.
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than a one-on-one salesperson, though I have to do that to
sell my services often enough.
The thing that stands out to me is this unoriginal thought:
Great salespeople get that way not by making huge breathroughs
in one area but by making small, incremental improvements
in dozens of areas.
Excellent book. It tries to cover nearly every aspect of what
makes a great salesperson and does an admirable job. It ends
up being long though and for that reason may be a better
reference book than a straight-through reader.