"A short, helpful, profound book that documents the pitfalls as well as the principles of local advertising. Groupon groupies, in particular, should read The Four Keys." - Al Ries, co-author, War in the Boardroom.

“It’s an easy to read book that pulls together a lot of good thinking that is invaluable for operating in a very competitive world.” - Jack Trout, author, Repositioning.

"A slim and elegant advertising how-to for local advertisers. Jargon free, this highly useful, readable and practical guide covers all the best practices to succeed at advertising your local business. Crisp and brisk. Bravo Spike Santee!" - Pierre Bouvard, SVP Media Sales at TRA Inc.

"If I were a media rep I'd buy this book and give it to every one of my customers to help them understand what works and why when it comes to making their advertising succeed." - B. Eric Rhoads, Publisher RADIO INK magazine