Barbara Schwartz

By Ted Kikoler The graphic design tricks you'll read about in this article—which gave Gene Schwartz's 14-year-old control a 58 percent lift—can work in any mailing. The late Gene Schwartz, author of "Breakthrough Advertising" and one of the best copywriters and direct marketers who ever lived, owned a publishing company called Instant Improvement Inc. One of his most successful products, "The Complete System of Self-healing," was made famous by the long-standing control he wrote with the teaser, "How to Rub Your Stomach Away." The Design Challenge It's generally agreed that it's copy that sells. And the more you tell, the more you

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