Tugging at Hope

Don Draper’s success in business is tied to one thing. He studies his prospective customer. Watch a few episodes of AMC’s MadMen and you’ll get this.

Mad Men 100 Greatest Quotes Season 1     

Once you know your customer, you no longer need clever, cute, pithy or corny. You only need to assemble a message that tugs at their hopes and dreams. A message that makes buying your product — today, if possible — the only reasonable course of action.