The first two pictures I did, I played a young student in prep school. When I did Lifeguard, everyone was saying, You're so Southern California. It was a surprise to me. ↗
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. ↗
Hence the saying: If you know the enemy and you know yourself, your victory will not stand in doubt; if you now Heaven and you know Earth, you may make your victory complete. ↗