This is no lazy mans field
The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest
The product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it
The advertising man who spares the midnight oil will never get very far.
People don't buy from clowns.
Platitudes and generalities roll off the human understanding like water from a duck.