John Caples’ famous direct-mail advertisement for the U.S. School of Musk deployed story-appeal at its most effective. When copywriters argue with me about some esoteric word they want to use, I say to them, ‘Get on a bus. Go to Iowa. Stay on a farm for a week and talk to the farmer. Come back to New York by train and talk to your fellow passengers in the day-coach. If you still want to use the word, go ahead.’ Copy should be written in the language people use in everyday conversation, as in this anonymous verse: Carnation Milk is the best in the land, Here I sit with a can in my hand.