Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.

The more story-appeal there is in the picture or in the photograph, the more people would look at your ad

The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.

Most readers look at the photograph first. If you put it in the middle of the page, the reader will start by looking in the middle. Then her eye must go up to read the headline; this doesn't work, because people have a habit of scanning downwards. However, suppose a few readers do read the headline after seeing the photograph below it. After that, you require them to jump down past the photograph which they have already seen. Not bloody likely.

When you have nothing to say, sing it.

The secret of long life is double careers. One to about age sixty, then another for the next thirty years.

You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.