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Cover of THE CLOSE Book 2

THE CLOSE Book 2

By Vernon Ashbee · 4 parts · 16 h 23 min · English

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America, 1889 to 1968. Two sellers solved the same problem from opposite ends of the country and forty years apart: how to make a stranger accept something for nothing and then feel that he owed you. Claude Hopkins put the proof on a page and mailed it — a coupon good for a free package, redeemed at a grocer's counter, counted when it came back. Estée Lauder put the proof into a hand — cream worked into a customer's face at a department store counter, then a jar given away with every purchase. This is a reconstruction of those transactions: the approach, the thing handed over, what it cost, who paid for it, and how a gift was made into a debt. Covers Claude Hopkins and Estée Lauder.

Listen

  1. Part 01

    3:50:11

  2. Part 02

    3:58:51

  3. Part 03

    3:52:07

  4. Part 04

    4:41:55

Books in this series

  1. THE CLOSE Book 1

    4 parts · 16 h 43 min

  2. THE CLOSE Book 2

    4 parts · 16 h 23 min

  3. THE CLOSE Book 3

    4 parts · 16 h 38 min

  4. THE CLOSE Book 4

    4 parts · 12 h 41 min

  5. THE CLOSE Book 5

    4 parts · 14 h 40 min

  6. THE CLOSE Book 6

    4 parts · 12 h 18 min