Write to Sell is a focussed, content-rich guide to the craft of copywriting. Maslen's highly regarded experience, knowledge and skills really shine through the pages.
I particularly liked the book's format. No padding waffle, no excessive repeating of points and advice, no drifting into marketing mode. Just richly-packed pages with masses of relevant, plainly stated and insightful information.
Split into six sections, the first three aim to clarify and focus the reader's thinking, and encourage them to view things from the buyer's perspective. The last three sections guide the reader through copy generation. It's an easy and engrossing read from cover-to-cover. However, the clear layout, numerous summaries and abundance of tips also make for a great reference book.
I think Maslen has created a gem. The techniques, advice and tips are applicable to reporting, presentations and writing in general. As a source of inspiration and advice it's become a constant companion in my copywriter activities - which says it all really.
Links: Andy Maslen's Sunfish company website