Claude Hopkins wrote that advertising is "salesmanship in print." One hundred years later, that print can be read, heard, and watched on a seemingly infinite number of screens from the size of a watch to the breadth of a football field.
Yet even when words aren't present, they're there - in outlines and shooting scripts and strategy documents. Even in descriptions of the pictures that are worth a thousand words.
But words in isolation have no power. Put together in exactly the right way, though, they can change the course of history... even when that history is just a decision to buy a certain brand and not another. That's the power of persuasion.
Selling is never enough. You have to Create the Desire to Buy™. In ads, direct, collateral, websites, PR, video, and audio, you can't just grab people's attention. You have to hold it. Give them a reason to read, watch, or listen. Persuade them to make a decision that isn't just good for your company's profits. It's good for the customer, too.
When you do that - when you're someone your customers trust - they keep coming back.