The writers in this book are some of the industry's best and each has their own stand alone section that discusses their approach to the art and science of copywriting. They are essentially asked "How do you write your copy?", and then turned loose to answer. Amazingly, each seems to come up with a different answer and approach to their craft.
The book also appears under the the title "The Copywriter's Bible," but either edition is equally great. Different cover, same great content.