Lillian Eichler Watson

Lillian Eichler Watson (April 3, 1901 – June 25, 1979) was an American advertising copywriter and author of bestselling books of etiquette. Her first Book of Etiquette, published in 1921 and for which she created the advertising campaign Again She Orders..."A Chicken Salad, Please", was an immediate bestseller and was followed by several updated volumes and numerous other books.

Many of Eichler's ad campaigns targeted social anxiety.

Early life Lillian Eichler Watson was born on 3 April 1901. She had an older sister and brother, Charlotte and Sidney, and two younger brothers, Alfred, seven years younger and Julian. She attended Morris High School. with help from a family connection. They at first told her that they didn't hire women or Jews, but they were impressed by her portfolio.

Among her first assignments was writing the advertising copy for Rinso laundry soap and creating the popular Rinso jingle ("Rinso white, Rinso white, happy little washday song"). Eichler wrote copy for Rinso for approximately ten years. and has been included in Julian Watkins's The 100 Greatest Advertisements in its dozens of editions from the first in 1949 through the most recent in 2013. "The chicken-salad girl" became a national reference point. Eichler became the bestselling author in the United States.

In the mid-twenties, Eichler was doing a weekly 10-minute radio show on WGBS.

Eichler's books competed with those by Emily Post and the two alternated for books with top sales positions. It frequently out-sold Post, which according to her biographer Laura Claridge made Post quite furious that "a teenage daughter of Jewish immigrants would dare write a book about etiquette". New Outlook in 1935 said she had "made the country etiquette-conscious". later reprinted as The Standard Book of Etiquette Etiquette Problems in Pictures Well Bred English (1926) The Book of Conversation The Customs of Mankind Wee Moderns Still Born Light From Many Lamps (1951)

Personal life Eichler married Tobias F. Watson in 1928 and had two children. which was declared a landmark, but was finally demolished by New York City in 2011 after unsuccessful efforts to save it.