I've been selling stuff on websites for a long time, and that means I need to know about how to get people to open their wallets and take our their credit cards. Mostly this boils down to "spend X on advertising get Y back." But how to increase Y?
The best guys ever at this stuff were the old school "direct response" people from the days of actual letters. Their advice and techniques are great, but need to be updated for the modern world.
This book does that, it is destined to be a modern classic. If you want to learn all the sneaky tricks of persuasion to drastically increase conversion rates on your websites, this is a great book.