When a book title is perfect, there’s no need for a copywriter to wrack his brain over a headline…even if he’s the best.
And that’s exactly what Victor Schwab did. He used Dale Carnegie’s book title, “How To Win Friends And Influence People,” as the headline for the now legendary space ad.
Even though the copy for this ad was written 72 years ago, the most formidable writer would be challenged to top it today.
The book, of course, remains one of the most influential self-help/business books of all time. So much so, it was even widely read in the former Soviet Union.