Big Bang Letter is different like every advertisement. The beauty of Big Bang Letter lies in its novelty and distinctiveness. Big Bang Letter is only scripted and crafted and can’t be copied or imitated or transcripted. If it’s copied, it’ll remain no more a Big Bang Letter; its bang, if any, will fizzle out. Its copy will make it a circular with no bang and beat at all.
From The Craft of Selling “Yourself” page # 29