How do I soundproof a 1970's breeze block wall?

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Hi,

I have just purchased a mid-terrace 1977 built house and I would like to sound proof the party walls on either side to eliminate as much noise as possible. It seems that the party walls may have been made of breeze blocks that have simply been plastered over. Having been in the house I can hear talking through the party walls, chopping for cooking in the kitchen etc and I would like to eliminate this as much as I can.

I can afford to loose some width to the room on both sides and one product I was looking at is your M20AD together with 2 acoustic plaster boards which I gather would require a loss of 50mm on each side. Is this the best, most effective product for me to use? Is there a better option? How much is the M20AD we square metre? How much are the acoustic plaster boards per square metre?

I clearly wish to soundproof downstairs and upstairs, but I take it I will need to soundproof the loft space on the party walls as well; is this correct? What about the rear and front of the house; do these need to be tackled as well?

I'm also putting down some new plywood floorboards on top of the rafters on the 1st floor and was going to insulate between these because currently there isn't any. Is there a sound proofing substance that I could put in between these joists as well or is simple insulation just as effective?

If you end up recommending the M20AD and acoustic plater board, is it simple for my plasterer/joiner to attach these? Does he need any special adhesive?

Anything else that you think would be useful for me that is worth considering, please let me know.