Once upon a time I was riding on the top of a First Avenue bus when I heard a mythical housewife say to another, “Molly, my dear, I would have bought… - David Ogilvy

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Once upon a time I was riding on the top of a First Avenue bus when I heard a mythical housewife say to another, “Molly, my dear, I would have bought that new brand of toilet soap if only they hadn’t set the body copy in ten-point Garamond.” Don't you believe it. What really decides consumers to buy or not buy is the content of your advertising, not its form.