I'm with you Gordon. I tried to read one of these so called, PU books, back a few years when the so called PU market was hot...(isn't it always?)...anyway...because I had read somewhere that there was good insight about copywriting by reading the book. Yeah...uh huh...I couldn't get past a few pages of "technique" and my "GUT RADAR" told me..."waste of time"..."NO GO"..."BS"..."MOVE ON"...etc. And then...One day, while eating my Penn Station Sub Sandwich, some dude, in a booth...front of mine, starts using one of these lame "techniques"...something about using movies and the last one you watched...and to practice on ANYONE, just to get over the anxiety of TALKING to SOMEONE....anyway...it was written ALL OVER HIS FACE...LOSER. Couldn't agree more.