It's divided into 13 chapters, each one covering a critical aspect of what makes the difference between good direct response copywriting and marketing and bad - and by "good" we mean direct response marketing that actually makes you money.
One great thing about this book is all the ads and marketing pieces included are tried, tested and proven; and given that many of these pieces have been crafted at great expense by some of the world's top direct response copywriters, you're getting one of the best swipe files along with incisive commentary and critique for next to nothing.
At $19.95, it's a real bargain.
But... things aren't always what they seem... since, as with most things in life, there is a little more to this book than meets the eye. It always behooves us to watch what successful people like Bill Glazer are doing and not merely listen to what they're saying.
Because what won't be immediately obvious to readers who are not already marketing-savvy is Bill Glazer's book itself is the main marketing message you ought to take away from it, and not just the contents.
Let me explain.
Without doubt, the contents are extremely informative and useful and contain many proven marketing pieces and strategies you can plug into your own business right away (I know for a fact many of these pieces were extremely profitable).
But... step back and look at the wider picture, and you'll realise the book is a marketing piece in and of itself. Bill Glazer is using that great magician's trick of distraction to hide the true purpose of what he's doing. This is NOT dishonest, by the way since the book represents tremendous value, even greater than might appear at first glance, as you'll see in a moment.
The "hook" is implicit - understand how all this marketing and advertising really works, and you can make a ton of money.
Notice how Bill Glazer tells you WHAT was done in the pieces and WHY, but not HOW to do it yourself. The main thrust of the book, from a marketing perspective, is to tease you into wanting more so you take him up on the free offer of a "FREE Colour CD of 108 Exhibits Shown in this Book".
This clear and unambiguous call to action appears on the front cover, as a full two-page spread on pages 5 and 6, on virtually every other page (under the featured pieces), and the two-page spread repeated again on pages 312 and 313.
What's more, the offer is compelling and tightly bound up with the book's content: colour PDFs of most of the featured pieces, with the unspoken message being "you can examine these and use the strategies in your own work".
As if that wasn't reason enough, there are also extra free bonuses with a total value of $613.91, and all they're asking is a nominal $5.95 for postage and handling.
Are they crazy?
No. Far from it.
You see, the business they are in is selling marketing information. An these bonuses are not just "filler". I freely admit I'm a long-time student of both Bill Glazer and Dan Kennedy, and if you paid the stated price for these bonuses, you'd not be disappointed. They're worth it.
But the real purpose for them is to get you into their monthly continuity programme, because that's where the money is for them.
They know very precisely and accurately that a given percentage of people who buy the book will take up the offer; and they'll know precisely and accurately the percentage of those taking up the offer who will remain as paying newsletter subscribers; and they'll know precisely and accurately the percentage of those who'll rise higher and higher up the ladder and invest in ever-more expensive and advanced products.
It's an extremely powerful business model which has been duplicated many times across many industries all over the world. I know from my own experience if you implement the strategies you'll learn both from this book and the ongoing education, you'll stand a good chance of dramatically growing your business.
And I want to be absolutely clear here: No shame in this whatsoever - fair exchange is no robbery; on the contrary this book is actually far more valuable than either Dan Kennedy or Bill Glazer claim... IF you take the time and effort to look deeper as we have done in this article. The contents are a small goldmine, but the wider message is a HUGE one.
Verdict: this is a rare opportunity to take a step back, look "under the hood" and really see how a marketing master like Bill Glazer markets his own business. Buy this book read it voraciously and put what you learn into practice.
