There's a scene in "Mad Men", the TV drama about a 1960s advertising agency. One of the junior copywriters is showing the Creative Director an ad he's just written. The ad is clever, flowery, and poetic. The Creative Director cuts the copywriter down in five short, stern words: "Don't write for other writers." Bingo. It's not the copywriter's literary chums who are buying the product. It's housewives in Indiana.