I’d like to give special thanks to Edward Boches, coauthor of the fifth edition. Many of his contributions are still evident in this new edition. And to Sam Bennett, who contributed to the fourth edition.

Cover design and illustrations by Rushil Nadkarni. Thanks, Roosh.

We would like to thank the following people for help in writing this book: @2brianne2k; Mark Addona; @admadlad; Dan Ahearn; @amandanat; @anitalikesthis; Jillian Apatow; Richard Apel; Mark Avnet; Kim Baffi; Betsy Barnum; Jamie Barrett; Bob Barrie; Chris Bartoldus; David Bell; Andre Bergeron; Kevin Berigan; Andy Berlin; Bob Blewett; Andy Blood, Barbara Boches; Alex Bogusky; Judy Brink; Evan Brown; Laurie Brown; Rob Buchner; Pat Burnham; Keith Byrne; Cathy Carlisi; Kristen Cavallo; Tim Cawley; @chllybrwn; Wendy Ludlow Clark; Tim Cole; Scott Cooley; @copywriterclub; Coz Cotzias; Peter Coughter; David Crawford; Markham Cronin; Russell Curtis; Sophia Curtis; Gina Dante; @DavidJVerjano; Clay Davies; Doug DeGrood; Clark Delashmet; Craig Denham; Arlene Distel; Keith Doyle; Denese Duncan; Hampus Elfström; James Embry; David Esrati; Allison Fahey; Pat Fallon; Omid Farhang; Mark Fenske; Kevin Flatt; Ashley Fortune; Anne Fredrickson; Betty Gamadge; Eddie Gardner; Yosune George; Tom Gibson; Wayne Gibson; Glenn Gill; Kevin Griffith; Tiffany Groglio at Wiley; Neha Guria; @aishaannhakim; Stephen Hall; Al Hampel; @HanburySt; Phil Hanft; Adam Harrell; Cabell Harris; Sam Harrison; David Jelly Helm; Carol Henderson; Joel Hermann; Bill Hillsman; Adrian Hilton; Sally Hogshead; Blue Hopkins; Clay Hudson; Paul Huggett; Mike Hughes; @mosheisaacian; Pruie Jingle; Gary Johns; James Jones Johnson; Kathy Jydstrup; Anthony Kalamut; @KAOjr; KatMo; Gareth Kay; Allison Kent-Smith; Andrew Keller, Claire Kerby; Lori Kraft; Jim Lacey; Greg Lane; Tim Leake; Mike, Kelley, Henry, and Owen Lear; Dany Lennon; Andy Lerner; Mike Lescarbeau; Tom Lichtenheld; @lightbulbcloud; @johnelincoln; Keli Linehan; Jennifer Macha; John Mahoney; @MarketingProfs; Tom McElligott; Tom McEnery; Doug Melroe; Karen Melvin; Lucy Meredith; Ruth Mills; Larry Minsky; Andrea and Natalie Minze; Mister; @mMacbedano; Tom Monahan; Marina Monsante; Ty Montague; Deb Morrison; Ken Musto; Richard Narramore, my kind editor at Wiley; @NatalieCharltn; Ted Nelson; Tom Nelson; Britt Nolan; Diane O’Hara; Taylour Oney; Cathy Orman; Johnathan Ozer; Kaveen Panchal; Hal Pickle; @popcrave; Suzanne Pope; Judy Popky; Lance Porter; Gene Powers; Scott Prindle; Kevin Proudfoot; Anselmo Ramos; Margot Reed; Col. William Preston Reed; Joey Reiman; Mike Renfro; @jamesrice; Austin Richards; Hank Richardson; Tania Rochelle; Isvel Rodriguez; Tom Rosen; Nancy Rubenstein; Daniel Russ; Cecily Sapp; Deborah Schindlar at Wiley; Sentient Bean Coffee Shop; Elizabeth Stickley Scott; Ron Seichrist; Fred, Marty, and Jennifer Senn; Mark Shanley; Mal Sharpe; Joan Shealy; Megan Sheehan; Montrew Smith; Pete Smith; Roy Spence; Thad Spencer; Aaron Starkman, @mike_stelzner; Curlin Reed Sullivan; Myra Longstreet Sullivan; Reed and Preston Sullivan; @Suzannepope; Greg Swan; Kevin Swanepoel; Brian Sweeney; good ol’ Joe Sweet; Kirsten Taklo; @saraktate; Mark Taylor; Diane Cook Tench; Mary Tetlow; @TheAgencyReview; Dick Thomas; Tom Thomas; Rob Thompson; Jerry Torchia; @tpjar; Judy Trabulsi; Todd Turner; Mick Ulichney; Eric Valentine; Rob Vann; @garyvee; Carol Vick; Christa von Staaveren; Tiffany Warin; Mary Warlick; Jim Warren; Mike Weed; Craig Weise; Jean Weisman; Ask Wappling; Howard Willenzik; Judy Wittenburg; Steve and Charlie Wolff; Bill Wright; and Faris Yakob.