The advertisers who believe in the selling power of jingles have never had to sell anything.
The temptation to entertain instead of selling is contagious.
Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.
The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response; they have never tasted blood
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