I think this book should be on the shelf and in the hands of every business owner who uses local media. There isn't anything close to this information from anything I've read. It's more than common sense, it's crucial sense.

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.

22 of 22 found the following review helpful:


Read This Book Before Your Competition Does!  Nov 19, 2003 By D. DeBruler "writer4life"
This book is almost too good to share. If you're a business owner, you won't want to talk about it at those Chamber of Commerce meetings - or anywhere else your competitors are hanging out!

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.

15 of 15 found the following review helpful:


Excellent Handbook for local Advertisers  Jun 10, 2000
This book is an excellent resource for any business owner. The authors give you a step by step approach to advertising, including how to choose the right medium and what information should be included in your ads. Also, they give you solid advice on the elements you need in your total marketing plan. If you follow the advice in this book your business will be a success.

13 of 14 found the following review helpful:


I Turned My Advertising Around With This Book.  May 31, 1999
After having read the 33 Rules, I now know of at least 33 ways to avoid some common mistakes when advertising my business. I never imagined there could be a book so closely related to my own advertising experience. Most of that experience had been erratic, at best, but no more. My results are steady for the first time and my growth is phenomenal. This is the best book I've ever read on the subject (there aren't too many good ones)and I'd recommend it to anyone but my competitors.

16 of 18 found the following review helpful:


Readily Applicable  Feb 26, 2005 By John Forman "Author -The Essentials of Trading"
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.

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