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

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

Curiosity is one of the strongest human incentives

Changing people's habits is very expensive

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

The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action