“A GREAT BOOK…” “Jerry Fisher’s new book, Creating Successful Small Business Advertising (Atlasbooks.com, $39), is a great book for any business owner embarking on an advertising initiative. What’s terrific about it is that it shows actual ads—before and after a Fisher makeover. Fortunately for us readers, Fisher’s talents as a writer aren’t limited to copy (his specialty). This book is an engaging, thought-provoking read—worth more than just a flip through to look at the illustrations.” -- Jane Applegate, from her widely-syndicated business column. Jane was named one of the nation’s most influential business columnists by the Journal of Financial Reporting.
		It’s the how-to guide I’ve been wanting to produce for a long time, combining the very best insights from my columns in Entrepreneur Magazine with fresh advice on how you can make certain you’re creating effective advertising. Learn this and much, much more…
		• The most important word in advertising and 10 ways to use it effectively (See page 16) • Seven ways to give your headlines the impact that says “read me!” (See page 12) • How to pick the visual elements that will guarantee your advertising gets noticed (See page 76) • How to make simple, small ads work as well as--or better than--bigger, more noticeable ads (See page 60) • When and how you can effectively use fear to attract attention and get customers (See page 52) • The five best ways to use testimonials and endorsements to convince prospects to buy (See page 32) • How to write a memorable slogan for your company and how to avoid bad ones (See page 66, 99) • How to use the powerful lever of emotion to reach people where they “live” (See page 64)				• Six ways to use anecdotes from your own personal life to create a powerful-pulling ad (See page 56) • How to create an unforgettable name for your business or for a new product (See page 88) • 10 ways to improve your sales letter, and how to write a perfect one from scratch (See page 120) • Eight ways to use an educational “How to” ad to sell prospects on your product or service (See page 71) • My absolute favorite references for stimulating creative thinking when I develop ads (See page 39) • How to use the “catfish” of direct mail to draw a lot of responses for only a little money (See page 108) • How to revise your Yellow Pages ad to make it pull up to three times more customers (See page 124) • Seven way to create a direct-response ad that can have awesome pulling power (See page112).