Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact isa common mistake and a costly mistake in advertising. Ads say ineffect, "Buy my brand. Give me the trade you give to others. Let me have the money." That is not a popular appeal. (p.9)( Claude C Hopkins - Scientific Advertising )
“If you know the enemy and know yourself, you need not fear the result of a hundred battles" (Sun Tzu, The Art of War)
17 October 2012
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