Guides about copywriting can easily be found online. Those guides run the gamut from barely readable drivel to compendiums of crystal clarity. But they all have one thing in common: They share specifics and discuss precise word choices. Such guides have there place, but Million Dollar Copy by Paul Myers claims “this is not a manual on writing sales letters”…but is this assertion true?

For the most part it is NOT a copywriting guide. One difference is that examples are not used to reinforce the techniques, but the author does a good job of explaining why he doesn’t use them.

Even though I’ve been involved in IM for nearly a decade, there were a few pleasant surprises in the guide.

An engaging style allows complex psychological ideas to appear simple. Make no mistake, Paul’s powers of persuasion will have a positive impact for people who put them to use.

Measuring how good any product is goes further than just the information inside. What really matters is how understandable and actionable it is. Let’s say I write a guide on how to travel back in time, it may contain excellent information, but if you can’t use it then it’s not an investment – it’s entertainment.

Another reason a guide on time travel would be classified as entertainment is that it would be based on theories. But the author himself has used the tips revealed in the guide. Practical results warrant higher marks for any online product. You will be able to start using the techniques right away. These aren’t the kind of techniques that teach you exactly which words to use, but are arch-concepts that will improve how you sell in print…for the life of your business.

Copywriting myths are explored, and for good reason. Knowing the truth about conventional wisdom can save a lot of hassle. It’s worth pointing out, because it’s one way to illustrate the originality of the guide.

The Thud Factor Checklist is perfect for getting more mileage from any products you want to sell (existing or not created yet). You can squeak by, getting a few dollars from each product, or you can learn about the thud factor. It works.

Anyone that is looking for a fill-in-the-blanks sales letter template that can be cobbled together in two minutes is well-advised to take a pass on this one.

If you understand that making money online is a numbers game, and that how many of your site’s visitors turn into buyers is a number of great importance, then Million Dollar Copy make a welcome addition to your digital library.

How to do anything is absolutely meaningless if you don’t understand the why behind it. Paul Myers shares a series of such whys.

As mentioned, this is not a guide about specific copywriting techniques. You won’t see anything about putting headlines in big, bold and red letters or how to write bullet points. It is a series of guidelines that just about anyone can follow to increase how much they earn from their sales copy.