Perhaps, no early 20th Century copywriter is as unheralded as Lillian Eichler Watson.
With the exception of Victor Schwab, it’s hard to think of a contemporary of hers who sold more books.
Eichler shared office space with a veritable all star team of copy talent at the ad agency, Ruthrauff & Ryan, which including on staff at various times: John Caples, Maxwell Sackheim, Victor Schwab, and founder Wilbur Ruthrauff.
When you read her copy, you have to pinch yourself to recall she employed this ingenious “problem-agitate-solution” approach in the 1920s.
Notice how she sucks the reader into the copy with the story of the woman’s dilemma in the text box.
Then she redirects this at the prospect with the line: “Suppose she had asked you for advice? Would you have known what to tell her?”
But for the decline in manners in the States since this ad was published, the copy seems as fresh and relevant today.
The promise of this passage is a good example.
“Here are two volumes that solve every social difficulty, that protect from impulsive blunders; that do away with embarrassment and self-consciousness, that give poise, ease, confidence. Here are two volumes that tell you precisely what to do on every social occasion; what to say in every social contingency.”
Should She Accept It?
He had come suddenly, unexpectedly into her life. With a breath of romance and a first promise of love he had rushed into the loneliness of her little world — and captured her heart. Now it is her birthday and he has come to her with a gift. A bracelet — so delicately. wrought of golden threads that is seems a fairy cobweb. And there is a great, glowing sapphire where the slender threads are joined. Exquisite!
With a little cry of pleasure she reaches out for the gift. But a sudden thought checks her hand. She is fond of this man who has been so kind to her, who has brought beauty and sunshine into her life, but… she has known him less than a month. Will she be committing herself by accepting this expensive gift? Is it fair to her? Fair to him? What is correct? What would a worldly girl do?
Suppose she had asked you for advice? Would you have known what to tell her?
Valuable Information Throughout Life!
Let the Famous “Book of Etiquette”
Be Your Silent Social Secretary!
THERE are probably a million people in the United States today who constantly refer to the famous Book of Etiquette. Here are two volumes that solve every social difficulty, that protect from impulsive blunders; that do away with embarrassment and self-consciousness, that give poise, ease, confidence. Here are two volumes that tell you precisely what to do on every social occasion; what to say in every social contingency.
The Book of Etiquette, silent social secretary in hundreds of thousands of homes, is unlike any work of its kind ever published. It concerns itself, not with petty rules and regulations, but with the things we do and say every day, the problems that constantly confront us, the sudden embarrassments that rob us of our ease and poise.
Do you ever feel “tongue-tied” among strangers? The Book of Etiquette will show you the way to become a clever and interesting conversationalist.
Do you ever feel “alone” in a crowd? The Book of Etiquette will give you a marvelous new ease and assurance of manner that will command respect and admiration wherever you go. It will show you how to avoid embarrassments, protect you from the humiliation of blunders. It will make you a better “mixer” among people.
Do you ever feel uncomfortable at the table? The Book of Etiquette will eliminate all doubt, make you sure of yourself. It will tell you the one correct way to eat olives, soup, corn on the cob, fruits, relishes, meats, vegetables. It will give you new ease. It will give you new dignity.
The Greatest Value of the Book of Etiquette
If there is anything in the world that cannot possibly be concealed, it is embarrassment. It betrays itself instantly. If you are embarrassed at the table because you are not sure whether olives should be taken with the fingers or with a fork, everyone at the table knows it. If you are-embarrassed in the ballroom, it is evident to everyone.
And in the same way, poise and assurance make themselves felt. If you are sure of yourself, if you have ease and confidence of manner, you command instantly the respect and the admiration of those around you. Never was truer maxim coined than “good manners make good mixers!”
The greatest value to you of the famous Book of Etiouette is the life-long protection from embarrassment that it offers. It dresses your personality as clothes dress your body. No need to guess or wonder . . . you can know! No need to be hesitant, uncertain, in doubt . . you can be sure!
Let the Book of Etiquette be your silent social secretary. Let it tell you how to word and acknowledge invitations, how to plan weddings parties, entertainments, how to make and acknowledge introductions, how to avoid embarrassing blunders at the table. It contains special information for the bachelor, for the business woman, for the country hostess. It tells about tipping, about traveling, about hotel etiquette. Nothing is omitted or forgotten. Here is a complete, detailed, authoritative work which will tell you what to do, say, write and wear on every occasion.
There has recently been a widespread demand for a low-priced edition of the Book of Etiquette. Rather than publish this excellent work in cheap bindings, we have decided to offer the regular original $3.50 edition for only $1.98. This means a saving to you of practically half.
Remember that we are offering you precisely the Same two-volume set of the original, authentic Book of Etiquette for which half a million people gladly paid $3.50. This low-price offer is made solely for the purpose of accommodating the many people who have written to ask us for a low-priced edition. It is a very special offer and we do not know how long it will be possible for us to continue it without actual loss. Therefore you are urged to act at once.
Send No Money
We will be glad to send you the Book of Etiquette on our approval plan. No money is necessary. Just clip and mail the coupon and the two volumes of the Book of Etiquette will be sent to you at once. Under the approval plan you have the guaranteed privilege of returning the books any time within 5 days if you are not delighted with them — and the examination will not have cost you one cent.
You want these valuable books, of course. Take advantage of the bargain offer and act NOW!