The advertising man who spares the midnight oil will never get very far.

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

Picture what others wish to be, not what they may be now

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

The advertising man who spares the midnight oil will never get very far.

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

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