Bill Bernbach said this and that's good enough for us

Bill Bernbach is the godfather of applying common sense to the principles of advertising, and whatever he says we are usually in complete agreement with.

He said this in 1947...

"There are a lot of great technicians in advertising. And unfortunately they talk the best game. They know all the rules. They can tell you that people in an ad will get you greater readership. They can tell you that a sentence should be this short or that long. They can tell you that body copy should be broken up for easier reading. They can give you fact after fact after fact. They are the scientists of advertising. But there’s one little rub. Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art." 

Every client knows an account man or creative just like this and it's unlikely the situation will have changed a hundred years after these words were spoken. 

Keep 'em coming Mr B, keep 'em coming.