Because An Appeal Makes Logical Sense Is

Persuasion Is Not A Science But An Art

No Matter How Skillful You Are, You Can't Invent A Product Advantage That Doesn't Exist. And If You Do, And It's Just A Gimmick, It's Going To Fall Apart Anyway.

Rules Are What The Artist Breaks; The Memorable Never Emerged From A Formula.

The Difference Between The Forgettable And The Enduring Is Artistry.

Advertising Doesn't Create A Product Advantage. It Can Only Convey It.