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

On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick

Address the people you seek, and them only

Impressive claims are made far more impressive by making them exact

Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten.

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

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.