William Staas

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

"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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