No, sir, I'm not saying that charming, witty and warm copy won't sell. I'm just saying I've seen thousands of charming, witty campaigns that didn't sell.
You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand.
Advertising is, actually, a simple phenomenon in terms of economics. It is merely a substitute for a personal sales force - an extension, if you will, of the merchant who cries aloud his wares.
Unless a product becomes outmoded, a great campaign will not wear itself out.
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