Nobody has a magic lamp which can tell you in advance whether what you say will be effective in persuading an audience.

If you stand for something you will have people for you and people against you. But if you stand for nothing you will have nobody for you and nobody against you.

Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.

It's my view that human dignity - an attribute which for years has been taken by the Left in British politics - resides in fact in Tory values of independence, individuality and self determination.

Tell the audience what you're going to say, say it; then tell them what you've said.

I write in the most distressingly slow way in terms of punctuation and grammar.