Research shows that today’s consumer is being more and more sensitive, skeptical, and complex. They need more of a ‘soft sell.’ This approach, due to its relative subtlety, is a lot tougher to pull off than a hard sell. So start thinking in terms of creating soft sell ads. But make sure you don’t think so soft that it’s unclear what you’re trying to sell. In other words: think hard, sell soft.
Advertising Concept Book (Second Edition) by Pete Barry