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

One may gain attention by wearing a fools cap. But he would ruin his selling prospects

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

The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest

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

Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way

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