Why Some Ideas Survive and Others Die. Mark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” His observation rings true: Urban legends, conspiracy theories, and bogus news stories circulate effortlessly.

This is not a book just for copywriters and other advertising experts but a book for every business owner, marketing expert or anyone who needs to increase sales. The reason why is because it deals with how to channel the forces in the marketplace which control sales. Put simply, Gene’s book addresses the universal problem of all copywriting: How to write a headline — and an ad that follows it — that will open up a whole new market.