. . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention--and sell more products. Among the tips revealed are• eight headlines that work--and how to use them• eleven ways to make your copy more readable• fifteen ways to open a sales letter• the nine characteristics of successful print ads• how to build a successful freelance copywriting practice• fifteen techniques to ensure your e-mail marketing message is openedThis thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriter's Handbook remains the ultimate guide for people who write or work with copy."I don't know a single copywriter whose work would not be improved by reading this book." --David Ogilvy

    The author's objective is to offer an understanding of what leads to these moments, be it the excitement of the artist at the easel or the scientist in the lab, so that knowledge can be used to enrich people's lives. Drawing on 100 interviews with exceptional people, from biologists and physicists to politicians and business leaders, poets and artists, as well as his 30 years of research on the subject, Csikszentmihalyi uses his famous theory to explore the creative process. He discusses such ideas as why creative individuals are often seen as selfish and arrogant, and why the tortured genius is largely a myth. Most important, he clearly explains why creativity needs to be cultivated and is necessary for the future of our country, if not the world.

    Discover the core skills of effective thinking; then analyze your own thought processes, identify weaknesses, and overcome them. Learn how to translate more effective thinking into better decisions, less frustration, more wealth Ñ and above all, greater confidence to pursue and achieve your most important goals in life.

    Throughout our life, we look for ways to keep our mind sharp and effortlessly productive. Now, globetrotting neurosurgeon Dr. Sanjay Gupta offers insights from top scientists all over the world, whose cutting-edge research can help you heighten and protect brain function and maintain cognitive health at any age. Keep Sharp debunks common myths about aging and cognitive decline, explores whether there’s a “best” diet or exercise regimen for the brain, and explains whether it’s healthier to play video games that test memory and processing speed, or to engage in more social interaction. Discover what we can learn from “super-brained” people who are in their eighties and nineties with no signs of slowing down—and whether there are truly any benefits to drugs, supplements, and vitamins. Dr. Gupta also addresses brain disease, particularly Alzheimer’s, answers all your questions about the signs and symptoms, and shows how to ward against it and stay healthy while caring for a partner in cognitive decline. He likewise provides you with a personalized twelve-week program featuring practical strategies to strengthen your brain every day. Keep Sharp is the only owner’s manual you’ll need to keep your brain young and healthy regardless of your age!

    Yes, all those years you were told not to sit too close to the television (you'll hurt your eyes!) or swallow your gum (it stays in your stomach for seven years!) or crack your knuckles (arthritis!) are called into question by our country's leading trivia guru. Jennings separates myth from fact to debunk a wide variety of parental edicts: no swimming after meals, sit up straight, don't talk to strangers, and so on. Armed with medical case histories, scientific findings, and even the occasional experiment on himself (or his kids), Jennings exposes countless examples of parental wisdom run amok. Whether you're a parent who wants to know what you can stop worrying about or a kid (of any age) looking to say, "I told you so,"; this is the anti-helicopter parenting book you've been waiting for.

    It is packed with sensible suggestions, self-check tables and illustrations, and is printed in blue ink to aid dyslexics.

    A national bestseller with more than 750,000 copies in print, now revised for the new mothers of the '90s -- the latest findings on health, advice for working mothers, facts about the influence of TV, and more.B & W illustrations throughout.

    It's challenging--each hand presents a different set of conditions you must figure out and solve. It's very social--you play with a partner and two opponents. And best of all--it's fun. Bridge For Dummies, 2E gives you a step-by-step explanation of the fundamentals of the game in terms you can understand. It walks you through the different aspects of bridge, featuring real-life examples, so that you can feel comfortable with the basics before you ever start to play. And if you're already experienced at the game, you'll discover a wealth of tips and hints that can make you a better player. You'll learn all about:The basics of nontrump play How to play the hand in a trump contract Bidding for fun and profit Taking advantage of advanced bidding techniques Playing a strong defense and keeping score Playing bridge on your computer Playing in bridge clubs and tournaments Where to find other great bridge resources This newly revised edition features an expanded section on playing bridge online, with updated web addresses and other resources, along with new information on the latest bidding techniques. For anyone from novice to pro wanting to learn bridge or learn techniques to improve their game, Bridge For Dummies, 2E makes an ideal partner!

    At a time of frightening volatility, what is the average investor to do?The answer: turn to Burton G. Malkiel’s advice in his reassuring, authoritative, gimmick-free, and perennially best-selling guide to investing. Long established as the first book to purchase before starting a portfolio or 401(k), A Random Walk Down Wall Street now features new material on “tax-loss harvesting,” the crown jewel of tax management; the current bitcoin bubble; and automated investment advisers; as well as a brand-new chapter on factor investing and risk parity. And as always, Malkiel’s core insights—on stocks and bonds, as well as real estate investment trusts, home ownership, and tangible assets like gold and collectibles— along with the book’s classic life-cycle guide to investing, will help restore confidence and composure to anyone seeking a calm route through today’s financial markets.

    Whether you're dealing with your spouse, boss, department store, bank manager, children, solicitor, or best friend - in every encounter with other people, negotiating is always taking place. And how well you handle those encounters determines whether you prosper happily or suffer frustration and loss. With his helpful and sensible approach Cohen shows that negotiating is a process you can understand and predict - and most importantly, that it's a practical skill you can learn and improve upon.

    He has, as they say, been around a bit. And as a result, he's got one or two things to tell us about how it all works; and being Jeremy Clarkson he's not about to voice them quietly, humbly and without great dollops of humour.In The World According to Clarkson, he reveals why it is that:Too much science is bad for our health'70s rock music is nothing to be ashamed ofHunting foxes while drunk and wearing night-sights is neither big nor cleverWe must work harder to get rid of cricketHe likes the Germans (well, sometimes)With a strong dose of common sense that is rarely, if ever, found inside the M25, Clarkson hilariously attacks the pompous, the ridiculous, the absurd and the downright idiotic, whilst also celebrating the eccentric, the clever and the sheer bloody brilliant.Less a manifesto for living and more a road map to modern life, The World According to Clarkson is the funniest book you'll read this year. Don't leave home without it.

    As you complete the exercises in this book, you will learn how to tell if you’re using the right word as well as how to pronounce and spell it. You will also learn how to avoid illiterate expressions and how to speak grammatically, without making embarrassing mistakes.A complete handbook for building a superior vocabulary, Word Power Made Easy will teach you how to speak and write with confidence as well as how to read more effectively and efficiently. It will help you to learn more quickly, develop social contacts, and increase your earning power.Each chapter ends with review. Each section ends with a progressive check. Numerous tests will help you increase and retain the knowledge you acquired. Word Power Made Easy does more than just add words to your vocabulary; it teaches ideas and a method of broadening knowledge as an integral part of the vocabulary building process.

    Trapped in a cubicle. Stuck in a rut. Tangled up in red tape. In the real world, sometimes you feel powerless--but not in Dungeons & Dragons (D & D). In this fantasy-adventure, you have all kinds of special powers. You can slay the evil dragon, overcome the orc or the ogre, haunt the werewolf, and triumph over sinister trolls. You venture into strange realms, encounter strange creatures, and use magical powers. Your character grows and develops with every adventure.With this guide, you can learn the ins and outs of D & D and start playing right away. Dungeons & Dragons For Dummies gives beginners the basics of the complex game and helps experienced players fine-tune their roleplaying. It guides you through:Creating your character (a powerful fighter, a sneaky rogue, a crafty sorcerer, or a charismatic cleric), and character advancement The races: humans, dwarves, elves, and halflings The types of character actions: attack rolls, skill check, and ability checks The 6 abilities: strength, dexterity, constitution, intelligence, wisdom, charisma Feat requirements and types Playing the game, including moving in combat, attacking with a weapon (melee attacks or ranged attacks), and damage and dying Picking skills, armor, weapons, and gear Choosing spells if your character is a sorcerer or domains for a cleric Building encounter or combat strategies and using advanced tactics Maximizing your character's power with the acquisition of the right magic items: armor, weapons, potion, scroll, ring, wand, staff, rod, plus wondrous items D & D game etiquette Becoming a Dungeon Master There's even a sample play session that walks you through typical play, gets you comfortable using the battle grid and character markers, lets you test player characters against each other and against monsters, and shows you how to add story elements to create an adventure. Produced in partnership with Wizards of the Coast, written by D & D game designers, and complete with a battle grid, a sample dungeon map, and a glossary, this guide arms you with the knowledge to create and equip a character and empowers you to enter the captivating, fascinating world of D & D.

    This comprehensive boxed set assembles Books 1-4 of this classic method. The books feature colorful, amusing characters and illustrations, and the four accompanying CDs contain backing tracks to make learning and practicing even more fun. This unique package features a built-in storage carton!

    In this updated and expanded 10th anniversary edition, internationally known leadership transition expert Michael D. Watkins gives you the keys to successfully negotiating your next move—whether you’re onboarding into a new company, being promoted internally, or embarking on an international assignment.In The First 90 Days, Watkins outlines proven strategies that will dramatically shorten the time it takes to reach what he calls the "breakeven point" when your organization needs you as much as you need the job. This new edition includes a substantial new preface by the author on the new definition of a career as a series of transitions; and notes the growing need for effective and repeatable skills for moving through these changes. As well, updated statistics and new tools make this book more reader-friendly and useful than ever.As hundreds of thousands of readers already know, The First 90 Days is a road map for taking charge quickly and effectively during critical career transition periods—whether you are a first-time manager, a mid-career professional on your way up, or a newly minted CEO.