Self-praise is no commendation. (If I say I am the best copywriter in Britain, you wouldn’t listen, if Dan Wieden said so, you might be fooled into believing it.) Also, raw statistics are more convincing than polished opinions. (A car that does 68 MPG sells better than one that’s “outstandingly economical”.) Beware of adjectives. They don’t always do what you think. (You’re all concerned about kitchen cleanliness but would you fancy a snack bar called “The Hygienic Café”?)
Excerpt from: D&Ad Copy Book by D&AD