The Adweek Copywriting Handbook

And in this book you will learn some of the valuable techniques to use to expand your knowledge

Let me cite a good example

You Must Become an Expert

one of the main reasons was the way they pitched the product—on a logical level.

lies the drama that will sell it to people who want it.

concept using Karpov

You sell the sizzle and not the steak—the concept and not the product.