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

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.

Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves

No generality has any weight whatever. It is like saying "how do you do?" When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value

Never be led in new paths by the blind

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

Curiosity is one of the strongest human incentives