Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?

There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.

Because an appeal makes logical sense is no guarantee that it will work.

No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.

In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.

In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.