“As a marketing director for a systems integration company, I am constantly tasked with creating new marketing ideas and ad copy. But, the bad news is that I usually find myself with writers block. Your book has opened my eyes to so many of the mistakes I was making — in trying to follow the bad examples that others were making, because I made the assumption they knew what they were doing.

“I also ‘lived’ so many of the examples you mentioned — like relying upon the ad layout guy of the phone book company to create our ad — and not getting the results I knew we should. Ironically, I am meeting with the phone book guy next week and will be reworking all of our ads!

“I have also lived through trying to sell my products by barking the features of the products and the greatness of our company through email campaigns, while not getting the leads and results we should — frankly because I listened to other ‘professionals’ and thought what I was doing was ‘the way’ it should be done. Your book talks about doing things completely opposite from what the ‘supposed experts’ have told me. Our results thus far have been lack luster — and I am anxiously moving towards making the suggestions you talk about in your book.

“Because of your book I am spending the next few days completely reworking EVERY marketing piece we have — ‘so that’ I will see better results from our efforts. Over the next several weeks I will be completely reworking our website and getting the cold, corporate feel  off of the site — and introducing a more ‘How To’ and educational approach. I am sure we will see much better results with this style. I’ll let you know when the rework has been completed.

“We are in the process of creating new videos for the website and other sources such as YouTube, but I told our people yesterday that I had just read a book by this ‘ad guy’ and am completely rewriting the scripts of the videos. I’ll let you know when they are online so you can see them.