The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.
David OgilvyFirst, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.
David OgilvyConsumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.
David OgilvyWhat really decides consumers to buy or not to buy is the content of your advertising, not its form.
David Ogilvy