When I meet people who say - which they do all of the time - 'I must just tell you, my great aunt had cancer of the elbow and the doctors gave her 10 seconds to live, but last I heard she was climbing Mount Everest,' and so forth, I switch off quite early. ↗
The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value. ↗
There is no such thing as national advertising. All advertising is local and personal. It's one man or woman reading one newspaper in the kitchen or watching TV in the den. ↗