I try to find the main selling point or points of a product and talk about them in a way that makes people remember. The dark secret about advertising is most people do not pay any attention to it. That's true whether you are a mega agency or a single freelancer. Despite the general public's understandable indifference to all things advertising, you would be amazed at the response you get if you try to entertain them during the selling process, if only a little.
