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

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

Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must.

Curiosity is one of the strongest human incentives

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

Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring

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