Like, how do you translate that into words?

Yeah, that's a great question, and I wanna give you an example that I gave actually in New Orleans, which I think really resonated with people.

Um, so we all know the brand Rolls-Royce, and back in the '50s, Rolls-Royce rolled out an ad that I'm gonna read it to you.

It's, "At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock." And that single line doubled their US sales, and it's gone down in history as one of the most iconic ads in, you know-...

in history.

And the reason for that, it speaks directly to what you just asked me.

The reason is that the copywriter, his name was David Ogilvy, he pulled a single detail from an engineering report, and he turned it into an ad.

... can we use this messaging?