The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination

Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject

People don't buy from clowns.

Changing people's habits is very expensive

The product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it

No generality has any weight whatever. It is like saying "how do you do?" When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value

Advertising is much like war, minus the venom