Sales are a function of product-value and advertising. Promotions cannot produce more than a temporary kink in the sales curve. - David Ogilvy

Queen Victoria complained that Gladstone talked to her as if he were addressing a public meeting. She preferred Disraeli, who talked to her like a human being. When you write copy, follow Disraeli’s example.

On average, helpful information is read by 75 per cent more people than copy which deals only with the product. This ad told how Rinso gets out stains. It was read and remembered

All too often the bottoms of advertisements are littered with miscellaneous crap, gadgets, etc. Get rid of them; they contribute to an appearance of untidiness which reduces “impact” and readership.