Promoting passion in book collecting
This phrase is the first heading in Bauman’s Sunday New York Times advertisement. I have to admit, I like this approach. Trying to educate the educated can work. Let’s be honest, the only people reading the New York Times Sunday Book Review tend to be educated. The tact that Bauman is taking here works quite well with my theme: Promoting passion in book collecting.
The second heading in Bauman’s ad. Explaining the reason Adam Smith’s An Inquiry into the Nature and Causes of the Wealth of Nations is important and a brilliant way to sell this book. Remind the reader it was published the same year as the Declaration of Independence. Throw in Jefferson’s name, as well as the phrase – the founding fathers, and you have BINGO.
Making the public aware that this work is “highly sought-after” got my attention. Explaining that there was only 500-750 copies, and that many of those copies are permanently held by libraries and institutions gives the reader a sense of real urgency.