| When you work in a big, old school New York advertising agency, you learn a few things. One. People don’t care about you. They especially don’t care about your product, so you need to give them a reason to give a hoot. Two. People don’t read. Therefore, don’t expect them to be impressed by your 1,500-word, long copy masterpiece, nor should you expect them to “get” that obscure cultural reference that only 2% of New Yorker subscribers would understand in the first place. Don’t try to impress other writers, just try to get the lady in Peoria or Scottsdale to buy. Three. People have the memories of goldfish. So if your strategy is based on them having to remember tiny details, you’ll probably fail. Four. The one thing people remember for more than five seconds are *feelings*. If you can make them feel something, you win. That’s why so many of the big-budget Super Bowl ads are so schmaltzy. Without emotions in play, those million-dollar ads aren’t worth a nickel. Hence: “The most memorable experiences are suffused with emotion — not extra features or value for money.” | 
