Hi Rick!

> And of course that headline is a great twist
> on a headline that was on one of the longest
> running ads of all time. The headline was
> "Do You Make These Mistakes in
> English?" Besides Gordon, does anyone
> know who wrote that ad? Do you know what the
> ad sold?

> BTW, no fair peeking in any of Joe
> Sugarman's books. *g* I'm not sure but I
> think he might have reproduced it in one of
> his books.

Rick, I have to confess.... I cheated!

I didn't know the answer off-hand, but I knew I could find it in John Caples "Tested Advertising Methods"....

The ad was written by Max Sackheim, I think for a correspondence course to help improve your English. And guess what?

This ad ran for 40 years!

I don't have Max Sackheim's book, but apparently he discusses this ad in detail in his book My First Sixty Years in Advertising.

Rick, thanks for bringing up this ad.... I really enjoy discussing successful ads. It's a fascinating topic!

Writing a successful ad I believe is both an ART and a SCIENCE. Here's why.

It's an ART because there IS a certain "artistry" to writing an ad.... It is a creative piece of work. But,

On the other hand, it is also a SCIENCE, since it is an attempt to influence someone using PSYCHOLOGY. I think it probably falls under the area of science called "social psychology." I've been starting to delve into this area lately....

I just rejoined a university library (as an alumni), it's nice having access to a large university library again. I can't say enough what a privilege it is if you can have such a wealth of knowledge at your immediate access! I couldn't wait to use my new borrowing privileges.

Today, I borrowed this book... "Persuasion and Social Influence" by Sarah Trenholm. It looks like a very interesting book, but I still have quite a bit of it to read. This is a fascinating area....

Learning about this is fun, profitable, and also intellectually stimulating too! :)

- Dien Rice


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