By today’s standards, the copy isn’t spectacular; it’s more the overall approach that’s so brilliant – the way they phrase the call to action, which of course is, ‘Let us know if you want more information’. The call to action (CTA) goes on to say, ‘We can’t cover everything here as it would take several volumes and naturally you probably have further questions, we’d be glad to send you a copy of this ad in pamphlet form, at no charge, no obligation… just write or phone us’.
