Kranz opens with a brief and witty definition of copywriting: "[it] attempts to persuade you to do or believe something—usually in regard to the surrender of your cash," then launches into an explanation of the different things copy can do—everything from direct mail to branding to sales support; an explanation of "the basics" that doesn't assume you already know half the tips and tricks of the copywriting world ; and a truly step-by-step guide to writing sales letters and brochures.

Sidebars chip in along the way, occasionally offering a true gem, like the real difference between website headlines and their printed counterparts. And Kranz tells you why you should never waste your time and effort on a MISSION STATEMENT.

Based on the number of notes in the margins of my copy, I've found the chapters on websites, collateral, problem solving and "looking for ideas" the most helpful. Kranz also gives a detailed breakdown of what goes into a direct mail package, that should be enough to get any beginning mailer off to a promising start.

There are many books written about copywriting, that are aimed at business owners or the unfortunate folks who get stuck writing copy for their company because they once correctly used "presume" in an email. The nice thing about this one—and "nice" is a good word, because Jonathan Kranz is nothing if not a nice guy—is that it's a book about copywriting that doesn't assume non-copywriters know all the copywriting jargon and secrets. It takes its "For Dummies" title seriously, and that's a good thing.