All marketing is problem solving.

However, when a solution appears to you as the only possible one, take this as a sign that you have neither understood the solution nor the problem which it was intended to solve.

The point is that, whenever we propose a solution to a problem, we ought to try as hard as we can to overthrow our solution, rather than defend it. Few of us, unfortunately, practice this precept; but other people, fortunately, will supply the criticism for us if we fail to supply it ourselves.

Therefore, always remember that it is impossible to craft marketing copy in such a way that it cannot be misunderstood: there will always be some who misunderstand you.