Direct-Marketing Legend Is No More

  • September 7, 2006
Arthur Schiff, the direct-marketing legend who coined the hyperbolically urgent but oft-parodied ad plea, "But wait! There's more!" is no more. Schiff, a copywriter, invented the phrase for one of the most famous commercials in history, the slice-and-dice theatrics promoting Ginsu knives. Schiff also created the Japanese-sounding word "ginsu" to brand the knives, which were actually made in Ohio. The phrase entered the American vernacular through repeated late-night airings of Ginsu's two-minute direct-response commercials and numerous takeoffs on "Saturday Night Live." Schiff, who died in Florida of lung cancer, was 66.

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