Sales largely depend on how the advertising text is written. Very often, he only informs potential buyers about the existence of a certain company and its product. But the text needs to sell: it encourages immediate purchase, inspires trust, and removes doubts about the correctness of the choice. There are a number of techniques for this, and they are outlined in this book. Following the recommendations of the author-practitioner, you will successfully cope with the difficult task of attracting clients. The book will be most useful for marketers, advertising department employees, as well as for those who advertise their own services on their own.