Murgo's book contains several chapters on subjects such as hoodwinking the public, passing old junk as precious, and the importance of a persuasive voice. More useful are the chapters on the basics of trading. A keen eye for sales and shortages is considered a essential skill, as is the ability to track down items at a reduced price. These can be sold in regions where stock is running low for greater profit. Murgo reminds readers that professional traders can have a big impact on a town's economy, driving prices up or down, and effecting welfare of hundreds of people with their choices. And one must never forget the advantage of having a winning personality when it comes to sweet-talking shopkeepers into giving you better deals.