18-Year-Old Millionaire Copywriter: Lillian Eichler
The year was 1919.
18-year-old copywriter, Lillian Eichler, was working for the New York Ad Agency of Ruthrauff & Ryan.
Her first problem:
To move 1,000 dusty copies of the pre-1900 Encyclopedia of Etiquette, written by Eleanor Holt, which were sitting on Doubleday’s shelves.
Her second problem:
Most of the 1,000 copies were returned after the 5-day-trial period. Respondents weren’t thrilled with the ludicrously archaic text and pictures.
Lillian’s ad copy had emptied the shelves in mere days.
Doubleday, being the smart publishers they were, realized if Lillian’s ad copy could move 19th-Century books, she was probably gifted enough to rewrite the book herself and have a second go at advertising it.
The result:
Lillian’s revamped effort, The Book of Etiquette, sold two million copies at $2 each, in the course of two years, resulting in $2.5 million in net profits.
Nearly $26 million in 2008 dollars.
All inspired by the wish to unload a roomful of dusty books…and the vision of a young copywriter.
Reading this copy in 2008, it’s stunning to realize it came from the pen of an 18-year-old girl, nearly 90 years ago.
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Comments on 18-Year-Old Millionaire Copywriter: Lillian Eichler
Lawrence,
Thanks for this. As you say, an astonishing piece of writing. Amazing how she cut straight through to the real benefits of the book…primarily the emotional benefits.
I was unaware of where the “Chicken Salad” headline came from and it had always puzzled me somewhat. Thanks for solving the mystery!
Thanks again!
Copywriter Kevin Francis
“www.MaximumResultsCopywriting.com”
Hey Kevin,
How’ve you been?
The Chicken Salad ad was a mystery to me too for many years. It’s inspiring to know that such a young lady wielded such a mighty pen.
Wonderful ad.
Cheers mate,
Lawrence
That is awesome man… Amazing copy.
What a thrill to read this. Lillian was my aunt, my father’s older sister. I knew she was successful but had no idea she was millionare at 18! Anyway, I remember her well from my childhood. She died in the 70s or thereabouts of Alzheimer’s….
Thank you for this insightful article, and the accompanying ad copy. I was reading Victor Schwab’s “100 good headlines” and Ms. Eichler’s headline jumped out at me.
I’m now happy to include this gem of a story in my university course on the great copywriters.