A consumer is not a moron. She's your wife. Don't insult her intelligence, and don't shock her.
David OgilvyThe worst fault a salesman can commit is to be a bore...... Pretend to be vastly interested in any subject the prospects shows an interest in.
David OgilvyIf you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you
David Ogilvy