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You have a hard proposition. If you do not believe it, go to her in
person and try to make the change. Not to merely buy a first package to please you, but to adopt your brand. A man who once does that at a womans' door won't argue for brief advertisements. He will never again say, "A sentence will do," or a name claim or a boast.
Nor will the man who traces his results. Note that brief ads are
never keyed. Note that every traced ad tells a complete story, though it takes columns to tell. Never be guided in any way by ads which are untraced. Never do anything because some uninformed advertiser considers that something right. Never be led in new paths by the blind. Apply to your advertising ordinary common sense. Take the opinion of nobody, whom know nothing about his returns.
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