Advertising relevance- 87 years later

I found a David Ogilvy book in a junkshop on the weekend. Some of the lessons (that he wrote about in 1936!) aren’t widely used, and their insights are evergreen 87 years later. Some excerpts:
– the copy must be human and very simple
– every word in the copy must count. Concrete figures must be substituted for atmospheric claims
– superlatives have no place in a serious advertisement

In short:
“Copywriting should be human, simple, and use concrete data to persuade the reader to take action.”