So, I want to show you, let’s see here, this book here. It’s Ogilvy on Advertising. And in it, there’s an advertisement here, hopefully we can get this reversed over because my phone kind of sucks. But in this, here’s what he said, and he did this for McGraw Hill magazines, and it says, “I don’t know who you are. I don’t know your company. I don’t know your company’s product. I don’t know what your company stands for. I don’t know your company’s customers. I don’t know your company’s record. I don’t know your company’s reputation. Now, what was it you wanted to sell me?” And that’s basically it.
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