Brilliant book, I must add. Get it from Amazon here. It’ll be worth every little penny of yours.
“The only thing I knew about writing marketing literature was something that I had read and committed to memory: never talk about yourself, concentrate on the reader. Don’t waste time introducing your service, telling people who you are and what you are doing. People are just not interested. Tell them what you will do for them, how you will do it and how they will benefit.” – Peter Hargreaves, from his book titled “In For A Penny: A Business Adventure”