"We just have to be crystal clear that if we were to abandon all the reforms made over some very painful years in the Labour party, we would be consigned back to opposition."

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Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause

— Claude C. Hopkins