The same brevity that contributes heavily to the book's clarity has one negative side effect. There are times when added detail might help. For example, more research data would make it easier to understand why some words are useless cliches` while their synonyms are effective motivating terms. For most readers, the author's word is likely to be enough. Others will want to make their own determination as to the effectiveness of words like "value" and "benefit" or "price" and "improved."

As might be expected, some of them are much less relevant than others. That fact in no way diminishes the value of those that do apply to the reader's situation. Actually, most concepts support or complement some other rule.

Given the intended audience, the flaws are inconsequential. The 33 rules help readers level the playing field. It is very likely this book has and will make the crucial difference that allows some entrepreneurs to succeed while others fail.
-- Another Customer

The great thing about this book is how directly the author gets to the point. It's a small book, but loaded with punch. The rules are simply that, rules. There isn't a lot of theory here.

It's all about things you can do to make your business's marketing more effective. This is a fantastic resource that I'm sure I will refer to again and again.
-- John Forman

This book is well written and easy to read. I have read several books on marketing and advertising to help me promote my own small business.

I read this book while working as a local magazine ad sales rep while in college, and it gave me insight on what small business owners really need in local advertising and what mistakes sales reps make when suggesting ad space or making decisions.

This was a very informative book on how to place ads in to the local market where I run my business.Everyone says get a website but I have found that it produces little results and this book finally told me why.

Based on the information in this book I will redirect my advertising to better capitalize on my local market.of the many advertising books I have read this one is by far the best.
-- WDH

I write local advertising copy everyday, and what Michael Corbett provides as answers in "33 Ruthless Rules...", are the questions every media sales representative should be asking potential clients. In turn, if local business managers put these 33 Rules into practice, they'll know what what want, when they want it, and how to get it from their local advertising plan. In less than 200 easy-to-read pages, you'll discover all you need to gain and strengthen your grip on any local market.

This book should be required reading for Marketing Students, Media Sales Reps, and definitely for local business owners and managers.
--D. DeBruler

If you had to choose only one book on advertising, take it from me, this one is it.

I think this book should be on the shelf and in the hands of every business owner who uses local media.

If you pair this with the copy ideas of Roy Williams (The Wizard of Ads) you'll have the most important references available today for advertisers. Not since "Positioning" has there been a more powerful look at how to make advertising work; what to do, what to avoid doing.

I have made many mistakes common to most advertisers and I now understand why Michael Corbett says over 90% of local advertisers are not happy with their results. If I only had this information 20 years ago I'd have saved myself countless wasted dollars. If you have anything to do with advertising, selling it, buying it, teaching it, and you don't have this book....you have an impotent advertising arsenal.
--Marty Mehan, PA

I've been successful in several small businesses, and this guy is right on the money. I've learned the hard way (wasting money, trying to do my own thing), and I've learned the easy way (books, seminars, studying "doers").

Let me tell you — this book could possibly save you YEARS of time. The author clearly knows what he is talking about, and I can confirm this from my own experience. You will NOT be disappointed reading and applying the advice given in this book. I've bought so many useless "theory" books over the years, it's nice to run across something that has some excellent, solid advice in it. Get this one, apply what you learn, and watch your business take off.

-- A reader

I have been in advertising for over 30 years and I can tell you that this is the best book I have ever read on the subject, and believe me, I've read them all. I first read this book in 1995 and immediately bought a case of The 33 Rules to give to my clients.

The clients that read the book and followed The 33 Rules enjoyed tremendous sales increases. They say it was the best gift they had ever received. Especially powerful are what the authors call the Real Issues, such as how to develop a specific growth objective and a system for holding your advertising expenditures absolutely accountable. My advice, read the book, follow the rules and watch your sales grow.

As an advertising sales manager, I recommend this book to fellow sales managers as the new bible for walking in the shoes of retail. As a business person, you would be crazy not to take the teachings of this book to heart. Remember the definition of "crazy" is doing the same thing over and over and expecting a different result. It all makes perfect sense. This should be required reading for all students of marketing.
 --Arthur R. Taft