The first ever “seks appeal” ad was also a direct response (i.e., conversion) ad: 

It was written by a copywriter named Helen Lansdowne Resor in 1911. She was selling soap. 

Her headline, for the time, was controversial: “A skin you love to touch.”

Her copy, however, was timelessly urgent: 

• “Send now…”

• “Write today...”

• “Begin the following treatment tonight...”

So the language of direct marketing and copywriting hasn’t changed in over 100 years — and probably never will.

Why?

“Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them.”

~ Claude Hopkins, Scientific Advertising

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Eddie Shleyner
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