Well, you might expect a bit of exaggeration from a man who earns his living so forgive the overblown title of this book. However, the 186 pages of this book are chock-a -block full of useful and useable tips. Maslem obviously feels strongly about his craft ( he believes it is a craft that one can learn, not an art form) and writes with enthusiasm. He covers writing for the internet as well as writing for direct mail. While much of what he says applies to advertising copywriting, this book is aimed at the more humble wordsmith rather an ad agency copywriter.