Writing That Works will help you say what you want to say, with less difficulty and more confidence. Now in its third edition, this completely updated classic has been expanded to included all new advice on e-mail and the e-writing world, plus a fresh point of view on political correctness.

With dozens of examples, many of them new, and useful tips for writing as well as faster on a computer, Writing That Works will show you how to inprove anything you write:

• Presentations that move ideas and action
• Memos and letters that get things done
• Plans and reports that make things happen
• Fund-raising and sales letters that produce results
• Resumes and letters thar lead to interviews
• Speeches that make a point

Famous for his colorful personality and formidable intellect, David Ogilvy left an indelible mark on the advertising world, transforming it into a dynamic industry full of passionate, creative individuals. This first-ever biography traces Ogilvy's remarkable life, from his short-lived college education and undercover work during World War II to his many successful years in New York advertising. Ogilvy's fascinating life and career make for an intriguing study from both a biographical and a business standpoint. Idiosyncratic, full of contradictions, and characterized by a powerful intellect, he redefined the business and became an icon within the advertising world, inspiring countless people to devote their lives to it. This biography is based on a wealth of material from decades of working alongside the advertising giant, including a large collection of photos, memos, recordings, notes, and extensive archives of Ogilvy's personal papers. The book describes the creation of some of history's most famous advertising campaigns, such as: * "The man in the Hathaway shirt" with his aristocratic eye patch * "The man from Schweppes is here" with Commander Whitehead, the elegant bearded Brit, introducing tonic water (and "Schweppervesence") to the U.S. * Perhaps the most famous automobile headline of all time - "At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock." * "Pablo Casals is coming home - to Puerto Rico." Ogilvy said this campaign, which helped change the image of a country, was his proudest achievement. * And his greatest (if less recognized) sales success - "DOVE creams your skin while you wash." Fifty years later, still on his original proposition that it doesn't dry your skin, Dove has become the largest selling cleansing brand in the world. Roman also carries Ogilvy's message into the present day, showing the contemporary relevance of the bottom-line focus for which his business ventures are remembered, and how this approach is still key for professionals in the modern advertising world.

""How to Advertise" is a continuous classic--a font of time-tested, practical guidance about making brand marketing come alive, with a refreshing flow of new ideas relevant to the worlds of interactivity and integration. Roman, Maas, and Nisenholtz have brought together business wisdom and contemporary best practice into one essential handbook for every advertising professional."- Randall Rothenberg, "Advertising Age" columnist and director of intellectual capital, Booz Allen Hamilton""How to Advertise" is a timeless treasure of the enduring principles that everyone in the advertising supply chain--those who create, place, manage, review and approve--should read over and over again. It's the definitive roadmap to creating great work."- James Speros, chairman, the Association of National Advertisers"The classic primer on advertising-updated for the times while remaining timeless on enduring principles. A 'must read' for all clients and agency personnel."- Bob Seelert, chairman, Saatchi & Saatchi "I didn't think it was possible to improve upon the original version of "How to Advertise, "but Ken Roman and Jane Maas have done just that in this new edition of a classic book. And their new coauthor Martin Nisenholtz brings a 'new media' perspective that makes the book more valuable and timely than ever."- O. Burtch Drake, President-CEO, American Association of Advertising Agencies"If I had to recommend one book and only one book to ground someone in the real-world principles of advertising, it would be "How to Advertise." Now in its third edition, Ken Roman, Jane Maas, and Martin Nisenholtz have brilliantly and insightfully updated it to include new technologies and everything you need toknow in today's complicated marketing environment. A must-read for students and practitioners alike."- Pat Fallon, chairman, Fallon Worldwide""How to Advertise" is comprehensive and practical. The experience of the authors is evident on every page. I would certainly recommend it to anyone who wants to get a real-world understanding of the many issues involved in using advertising effectively."- Don Sexton, professor of business, Columbia University""How to Advertise" is the first comprehensive snapshot of the past, present, and future of advertising that includes the role interactive advertising is likely to play in the mix."- Larry Kramer, chairman and CEO, MarketWatch.com