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  You are living in the age of overchoice.

   Yes or no questions invite the customer to say “no.”

  Don’t make those commercials too slick… people will slide right off.

  Welcome to the intersection of faith and fact. 

  People will come with new ideas.  Thank them politely, and move on.

  Instead of making a product to sell to customers, ask what the customer wants, and then make the product.

  You cannot apply a formula to a jewelry store that you used for a plumber.

  “Wine is still wine from the barrel, to the bottle, to the glass”

  The campaign must grow out of what makes you unique.  By that definition alone, copying an existing commercial is

  “We’re not looking for the best.  …we are looking for something good enough right now.”