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Title: Professional marketers better take notice!
Review: As a CEO and a professional marketer for over 15 years,in 165 different industries; generating over 1.2 billion dollars in new sales, I have finally come across a book that redefines how professional marketers and business owners should be building their marketing programs. Each and every marketing activity whether it is advertising, direct response, PR etc. should be using the principles outlined in this book. Dave Lakhani cuts through all noise and delivers a hard hitting, power packed book that is loaded with so many diamonds, you must make this book one of your major TOOLS in your marketing arsenal. This is a book to STUDY as one can tell that Dave Lakhani has made the essence of persuasion an artform, and one not to be taken lightly. If you want to clearly learn how to gain the true competitive advantage for your business, I highly recommend you take the time to study the principles of persuaion and then go apply it.
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