We cannot go after thousands of men until we learn how to win one.

Don't, to gain general and useless attention, sacrifice the attention that you want

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

A man coined to superlative must expect that his every statement will be taken with some caution

The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know

If a claim is worth making, make it in the most impressive way.

"Best in the world," "lowest price in existence, " etc are at best claiming the expected. But superlative of that sort are usually damaging. They suggestion looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make