Like many of us running small businesses, I have no choice but to come up with ads, brochures, press releases, etc. myself. This book gives me a systematic way of doing so, and I credit it with saving me a lot of money in missteps. If you follow the guidelines and checklists carefully, you will probably produce advertising and promotional material that at the very least avoids being amateurish, and will probably sell some products. I like that it concisely gives an overview over each of the areas of advertising and promotion. It explains insider terms without being condescending. Any Gripes? If I could afford the "test" runs of 5000 mailing pieces before I made my "real" mailing of many times that, I wouldn't be reading this book now would I?! But I am probably making excuses for not following their advice on testing advertising, and would be better off if I followed it. The book has been a great help in building my business, and I consult it frequently.
