"The headline selects the reader," said direct mail guru Axel Andersson. The headline of this ad selected me. My lower back had gone out, and I was lying on the floor in pain with The New York Times— a cumbersome broadsheet format that is not easy to read in the supine position. When I spotted this advertisement, I read every word twice and got the message: If you have back pain, a nameless board-certified neurosurgeon out of Yale will happily perform a kind of newfangled surgery on you.
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