Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. - David Ogilvy

The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.

Some years ago a prayer was read from the pulpit in every church in Greece, asking the Almighty to spare the Greeks from the ‘scourge’ of foreign tourism.

It pays to boil down your strategy to one simple promise and go the whole hog in delivering that promise.