Here’s an ad for quitting smoking written by Gene Schwartz in 1975.
32 years later this is a much quieter market in the United States.
But imagine taking this approach to Russia or China where tobacco use is stratospheric and direct response advertising is still a wide open highway.
Have you ever seen a stronger testimonial then the one Gene puts front and center in this ad?
If You Read Nothing Else, Read This:
“In this book, the millions of Americans who want to stop smoking have a sound plan, based on medical and scientific experience and research. The re-learning approach, on which this is based, has already proved effective for thousand of ex-smokers. Every cigarette smoker who wants to quit could be helped enormously by following the advice in this excellent book.”
American Cancer Society, Luther L. Terry M.D., former U.S. Surgeon General