This is the tried-and-tested lead generation ad for The Institute of Children’s Literature.
It’s been going strong for over 30 years in both space and direct mail.
This space ad is the latest incarnation of the piece written by legendary copywriter, Malcom Decker.
If you’re a copy connoisseur, you’ll want to download the PDF by clicking on the thumb on the left and read it at your leisure.
Two of the main take-aways are the magic of the word “Institute” which has been used by savvy direct marketers since the 1920’s and the response-driving power of the “aptitude test.”
You know everbody “gets in.” Don’t you?
In case you missed the first piece on Swiping Successful Business Models, here it is.
Boy, every time I check this blog there’s another golden gem like this. LOVE it! And thank you for all you do to keep the craft alive.
Wow! Thanks for sharing such a gem with us.
This is my first time checking out your blog and it looks loaded with great ads to swipe.
Big ups on making such a *useful* contribution to the world. Will come back soon to check out your archives.
Talk soon,
Sam
Appreciate it, Sam.
Take care,
Lawrence