There is a common confusion in the writing community. Many search for "Roman and Raphaelson" (the legendary ad men Herschell Gordon Lewis and Louis H. Orsini or similar pairings often misremembered) or conflate them with Luntz’s political lexicon. However, if you are looking for the book that teaches you —the spiritual successor to the classic ad-copy style of Roman/Raphaelson—the book you actually need is likely "Words That Work" or the classic "The Art of Writing Advertising" (where legends like Roman are interviewed).
The book you are looking for is titled by Kenneth Roman and Joel Raphaelson. While it is not typically distributed as a free "solid paper" PDF, it is a foundational text in business communication. Key Principles of the Book
This article will serve three purposes: