The Wizard of Ads

Unfortunately, the customer’s only real question is “Why should I care?”

Information taken in through the eyes enters into iconic memory and disappears in less than one second. Information that enters through the ears rattles around in echoic memory for nearly five seconds before it dissipates.

You” engages the imagination of the listener. It puts the action of your spot in present tense active.

Hubbard used verbs that are visually active: “write,” “preach,” “make”; he gave us images that are clear: “book,” “sermon,” “mousetrap”; and his promise of benefit was memorable

Bad advertising is like home movies. In your ads, please, never point the camera at yourself.
You’re just not that interesting.