Excellent book that goes into listening as well as questioning and leading conversations. He goes beyond the standard mirroring and focusing on others that most books on listening suggest. It also included some powerful suggestions on sales lines. On the downside there were parts I would skip for they were a little presumptuous and other parts that I do not agree with. However, there were enough great parts to recommend this book.
Short packed with solid information about copywriting. I will be listening to this one again.
I liked the few new persuasive ideas and the many stories and examples he presented. While there were 50 persuasive ideas, many of them where supported by light scientific evidence and others even if true had little persuasive power. Overall it is worth having to skim to the chapters that interest you.