The Clock that Had no Hands / And Nineteen Other Essays About Advertising

Contents

PAGE
The Clock that Had no Hands	1
The Cannon that Modernized Japan	7
The Tailor who Paid too Much	13
The Man who Retreats before His Defeat	19
The Dollar that Can't be Spent	25
The Pass of Thermopylae	31
The Perambulating Showcase	37
How Alexander Untied the Knot	43
If It Fits You, Wear this Cap	49
You Must Irrigate Your Neighborhood	55
Cato's Follow-up System	61
How to Write Retail Advertising Copy	67
The Difference between Amusing and Convincing	75
Some Don'ts when You Do Advertise	79
The Doctor whose Patients Hang On	85
The Horse that Drew the Load	91
The Cellar Hole and the Sewer Hole	97
The Neighborhood of Your Advertising	103
The Mistake of the Big Steak	109
The Omelette SoufflÉ	113

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