Lillian Eichler Watson (1901/1902 – June 25, 1979) was an American advertising copywriter and author of bestselling books of etiquette.

[3][4] Not having enough money to go to college,[citation needed] Eichler was hired by the "large and important" Manhattan advertising agency Ruthrauff & Ryan in 1919 while in her teens,[3][4][5] with help from a family connection.

[7] One of the agency's new clients was the publishing company Nelson Doubleday, and Eichler, then 18, was assigned the job of trying to sell 1,000 remaining copies of the pre-1900 Everyman's Encyclopedia of Etiquette by Emily Holt.

"[3] and continued with text designed to appeal to innate insecurities about social embarrassment:[2] If you were a guest at dinner and you overturned a cup of coffee, what would you do?

[3][6][2] Eichler continued to write advertising copy, including for Cocomalt, whose ads during the time she worked on the account pivoted the brand's approach to selling the stir-in vitamin supplement from focusing on "images of children spotlighted in sunshine" to ads in which mothers suffered social embarrassment because their malnourished children misbehaved in public.

[2] By 1935 at the age of 32 she was training her brother Alfred to take over her accounts to allow her to become Ruthrauff & Ryan's "idea man" for the agency's entire client list.

[4][2] Eichler's 1921 revised version, The Book of Etiquette,[10] was more modern and appealed to young immigrants anxious to learn correct American behavior.

[4] She also wrote the ad for it, headlined "Again She Orders..."A Chicken Salad, Please", which has been described as "sensationally successful"[11]: 173  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.

[3][6]: 67  The advertisement portrayed the plight of a young woman who, on a date with a man she wants to impress, doesn't know how to order dinner in a fancy restaurant, which Victor Schwab said was effective because it "capsulized a common and embarrassing situation.

[4] The original Book of Etiquette was published as a gold-edged double volume set and sold more than two million copies at $1.98 each.

"[4] The 1941 How to Get a Job and Win Success in Advertising (co-edited by Eichler) said 'Again She Orders..."A Chicken Salad Please"' had "paved the way for Emily Post, and helped raise the general level of culture in this country.

[3] In 1941, she and Watson built a 20-room Tudor-styled house in Jackson Heights, Queens,[27] which was declared a landmark, but was finally demolished by New York City in 2011 after unsuccessful efforts to save it.