I promised Nick Usborne that sending me a review copy of his book would get him the obnoxious comments I'm infamous for, but I've got mainly good things to say. Nick shows the sound judgement and "getting it" spirit that pervades his articles. His book should be required reading for people that come online from other fields such as traditional direct marketing.

There are many good examples of how to turn average copy into great material. One small thing though: I'd like more comparative hard numbers to underline how new copy improved metrics in situations where nothing was changed except text (eg. this copy brought a 0.24% click-through rate while that one roared at 3.47% on the same list for the same advertiser).

BTW, looks like a Nick day today, I linked to the two guys I know who carry this name. Nick! Nick! Nick! Ekki-Ekki-Ekki-Ekki-PTANG! Zoom-Boing! Z'nourrwringmm.

Um, sorry about that. This is what you get when you send me review copies. I wonder what the click-through rate for Ekki-Ekki-Ekki-Ekki-PTANG! Zoom-Boing! Z'nourrwringmm (no, not again!) will be...