The risk of insult is the price of clarity.
No trade will be made unless they want the thing more than they want their money.
The first step in exceeding your customer's expectations is to know those expectations.
Use half as many words and they'll hit twice as hard.
Numerals are images of amounts. But the amounts they represent are real.
What this means is that the first week of every new series of ads will continue to yield softer results than you can expect to see in weeks two and three.