Because an appeal makes logical sense is no guarantee that it will work.
Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?
Today's smartest advertising style is tomorrow's corn.
Forget words like 'hard sell' and 'soft sell.' That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you're saying it like it's never been said before.
I warn you against believing that advertising is a science.
