The book is the lesson. If you read the book as a model, and write a book just like it, you will get money just like Barnum did. If you're a sucker, you follow

The book is the lesson. If you read the book as a model, and write a book just like it, you will get money just like Barnum did. If you're a sucker, you follow the text. If you're shrewd, you understand the techniques of the text and learn to imitate them. Good copywriters and salesmen can make money from nothing.