The successful ad man came up with this formula for sales letters and direct response ads, but it's been used in a number of different ways since. (entrepreneur.com)
However, I doubt the legendary ad man could have imagined the lengths we'd go today to buy / manufacture that buzz. (gapingvoid.com)
My own ad man was editing them, then I was editing them and then a professional editor was looking at them. (thecreativepenn.com)