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Most importantly, anyone who writes advertising must understand a lot about the psychology of persuasion, should be schooled fitted. There are a zillion seminars out there to train salespeople to sell airtime, but very few to teach people ways to write effective commercials. The media spends millions to email sales staff to to be able to sell, but scant money to teach those same people -- who are generally the you also must be write the advertising -- how compose commercials that work. Again, I don't fault them. It's ironic, because their particular ads were really effective, they'd have more business.