...advertisement has sold this idea to thousands of satisfied customers. It bears the intriguing motto: "They Laughed When I Sat Down at the Piano but When I Started To Play—!" A drawing represents a young man whirling the piano stool. "Can he really play?" a girl whispers. "Heavens,...

...Advertising Hall of Fame. The headline for that full-page ad for an at-home music study course read: "They laughed when I sat down at the piano but when I started to play! — " The extensive copy in the ad went on to tell the story of a young man who became the hit of the...

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...stand up; "My Yiddishe Momme" by Jack Yellen and Lew Pollack, lyrics by Yellen (for Sophie Tucker). "They Laughed When I Sat Down at the Piano but When I Started to Play!—" is the headline for a US School of Music advertisement written by New York copywriter John Capíes....

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...offer. "You Can Now Subscribe to the Best New Books — Just as You Do to a Magazine." 9. Tell a story. "They Laughed When I Sat Down at the Piano, But When I Started to Play. ..." 10. Make a recommendation. "The 5 Tech Stocks You Must Own NOW." //. State a benefit. "Managing...

...the readers, pulling them into the ad. Caples penned one of the most famous headlines ever written: "They laughed when I sat down at the piano but when I started to play!" Notes 1 Direct Marketing Association, "Findings and Analysis from the DMA 2001-2002 Economic Impact...

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...form. Its hallmark was often the direct use of emotion to foster demand for products and services. "They Laughed When I Sat Down at the Piano — But When I Began to Play!" So read the headline of one of the era's most famous and successful ads — for a correspondence...