Swiping Successful Business Models Part II (The Institute of Children's Literature)

This is the tried-and-tested lead generation ad for The Institute of Children's Literature.

It's been going strong for over 30 years in both space and direct mail.

This space ad is the latest incarnation of the piece written by legendary copywriter, Malcom Decker.

If you're a copy connoisseur, you'll want to download the PDF by clicking on the thumb on the left and read it at your leisure.

Two of the main take-aways are the magic of the word "Institute" which has been used by savvy direct marketers since the 1920's and the response-driving power of the "aptitude test."

You know everbody "gets in." Don't you?

In case you missed the first piece on Swiping Successful Business Models, here it is.