EDITOR'S NOTE: One of the most-quoted ads of all time. By one of the most effective writers of all time: John Caples. His secret? Appeal to your readers' self-interest. "Put yourself in the other man's place. Talk about him. His affairs, his interests, his business. Not yours. Hide yourself. Make HIM the subject." Not long ago, a fitness center did a parody of this ad. The headline? "They Laughed When I Sat Down At The Piano. But When I Picked It Up!"