1. How to become a great copywriter - the best advice I've ever seen. Can you analyse magic? Gary Halbert had it when it came to copy. Here I explain - word by word, phrase by phrase - what made him so extraordinarily good. Why he made millions – month after month – from his kitchen table. How he got away with breaking the rules.

2. Where will you find the WORST advertising? How can it be improved? You can learn a lot by studying what NOT to do. Here I take a wide selection of ads in one publication, analysing why most are so bad, and how they could be improved, with relevant observations about social media, how not to behave in a bar, and slogans - why most are a waste of time.

3. Three of the very best ads ever: two written by non-copywriters. What is the difference between a good ad and a great one? Here I open a book I have stolen from since I first started copywriting – and reveal what some of the world's best writers taught me. Here we see an ad for tyres, one by David Ogilvy's mentor, and stunningly good copy for an ad agency – written by a finance man.

4. A mystery analysed. Where on earth do ideas come from? What is a story? How were the 100 greatest advertisements chosen? Quick thoughts about what makes the difference between the ordinary and the extraordinary.