"The market for something to believe in is infinite. It’s not about merit. It’s about faith. Belief. Conviction. Courage. The primary job of an advertiser is not to communicate benefit, but to communicate conviction. The Customer is a human being. The Consumer is a metaphor. Understand why what youʼre offering to do for other people is interesting, important, meaningful, etc. Then start telling people about it. Write like you mean the words." Hugh MacLeod (gapingvoid.com) spells it out with colorful language. (From ChangeThis.com where you can find a lot of good business insight. The guys at Milwaukee's own 800ceoread.com keep an eye on ChangeThis; follow them there or on Twitter.)