" Compared with a typical mail-order ad, the “imagine cable television” appeal is a much more subtle appeal to self-interest. Note that the benefits offered were not fantastic in a Caples-esque way. The gist was that you could avoid the hassle of leaving home (!) by ordering cable. Indeed, just hearing about the benefits, in the abstract, wasn’t enough to lure additional subscribers. It was only when people put themselves in the starring role—I can see myself watching a good movie at home with my hubby, and I can get up and check on the kids in the next room whenever I like … and think of all that babysitting money I’d save!—that their interest grew. This finding suggests that it may be the tangibility, rather than the magnitude, of the benefits that makes people care. You don’t have to promise riches and sex appeal and magnetic personalities. It may be enough to promise reasonable benefits that people can easily imagine themselves enjoying. "

― Chip Heath , Made to Stick: Why Some Ideas Survive and Others Die