Contents PAGE The Clock that Had no Hands 1 The Cannon that Modernized Japan 7 The Tailor who Paid too Much 13 The Man who Retreats before His Defeat 19 The Dollar that Can't be Spent 25 The Pass of Thermopylae 31 The Perambulating Showcase 37 How Alexander Untied the Knot 43 If It Fits You, Wear this Cap 49 You Must Irrigate Your Neighborhood 55 Cato's Follow-up System 61 How to Write Retail Advertising Copy 67 The Difference between Amusing and Convincing 75 Some Don'ts when You Do Advertise 79 The Doctor whose Patients Hang On 85 The Horse that Drew the Load 91 The Cellar Hole and the Sewer Hole 97 The Neighborhood of Your Advertising 103 The Mistake of the Big Steak 109 The Omelette Soufflé 113

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