The Wizard of Ads With 10 Great Tips
Example: #8, Classic but critical:
Never make a claim you don't immediately support with evidence.
Unsubstantiated claims are the worst form of AdSpeak. Give the customer facts, details and objective proof if you want to win their confidence. Specifics are more believable than generalities.
The MondayMorningMemo© of Roy H. Williams, the Wizard of Ads®
Success consists of going from failure to failure without loss of enthusiasm. -Winston Churchill