Platitudes and generalities roll off the human understanding like water from a duck.

Every reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. Then do your level best. That reader, if you lose him now, May never again be a reader

Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table

Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.

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

Never be led in new paths by the blind

This is no lazy mans field