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2 discard and said the whole ad should be re-written. Then by way of getting material he said he and I would spend the rest of the afternoon visiting retailers and getting their story.

Thats all run-of-mine stuff but -- I had to stay with the old cuss for dinner, and until 10:30 p.m. talking about that ad and revising it with him. He spent half an hour trying to decide whether we would use the word "desired" or "desirable." Another long period on "think" or consider. We made as many as six re-writings of one paragraph. -- and at the end of those three agonizing hours we had made just three little changes in the wording

My God man! Im a sinner -- no doubt I committed some unspeakable crime in a past existence. But dont you think Goddlemighty overdoes the thing in punishing sinners