Pretend you are writing each of them a letter on behalf of your client. One human being to another, second person singular. Queen Victoria complained that Gladstone talked to her as if he were addressing a public meeting. She preferred Disraeli, who talked to her like a human being. When you write copy, follow Disraeli’s example. It isn’t as easy as you may think. Aldous Huxley, who was once a copywriter, said, ‘It is easier to write ten passably effective sonnets than one effective advertisement.’ You cannot bore people into buying your product. You can only interest them in buying it. It pays to write short sentences and short paragraphs, and to avoid difficult words. I once wrote that Dove made soap ‘obsolete,’ only to discover that the majority of housewives did not know what the word meant. I had to change it to ‘old-fashioned.’ When I used the word ineffable in copy for Hathaway, a reporter telephoned to ask me what it meant. I hadn’t the faintest idea. Nowadays I keep a dictionary beside my telephone.