This is one of my favorite ads of his.
The ad starts out:
“Did you ever notice that when you’re fat, men don’t look you in the eye? They look across your shoulder. There’s no eye contact. My name is Leslie McClennahan. I’m a real person. I live near Goose Creek, South Carolina. Up until two years ago, I was never looked in the eye. By anyone.”
Notice how this ad sucks the reader in and sets the stage for the revenge motif, later to come.
Few weight loss ads today have copy half as strong as this.