Writing to Men

When a man buys a diamond, he's paying for the reaction of the woman he loves. He's paying for that look on her face. He doesn't care about the properties of the diamond itself; color, cut, clarity and carat weight. He cares only about the woman. In your ads, don't make him imagine the sparkle of the diamond. Make him see the sparkle of the woman.

- Roy H. Williams, Founding Partner - Wizard of Ads