1. How do you sell events? This did well – despite one dire mistake. Are you filled with panic when you have a new job to do? Then take comfort, because so am I. This was a particularly specialised one and I knew NOTHING about the subject. What makes all the difference between success and failure? Watch and find out.

2. How do you make email and direct mail work together? Should the content differ? A confession: I don’t do as well I should selling my own events. But I was able to do a great job for this client. See how I link what I am selling to the people I am selling to. And advice about one thing you should always do if you can. Plus something about World War 3.

3. Where it all went wrong – and why it didn’t matter. Here’s the long direct mail letter that worked with the e-mails. Also the BIG mistake on the envelope – and why it didn’t make much difference. Why was it so long? What words did I use and why? How did I keep them reading? How similar was the letter to the e-mails? What about paragraph length?

4. One of the best self-improvement ads ever written – and I bet you can relate to it. This was a favourite of one of the best writers I ever worked with. The principles apply on the internet today. The layout is perfect. It tells a story full of emotion we all relate to. Every detail is carefully calculated, from the picture to the words in the coupon. With a little aside about typefaces. Great stuff!