Nobody should be allowed to create general advertising until he has served his apprenticeship in direct-response
David OgilvyThe more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.
David OgilvyHeadlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
David Ogilvy