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

Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns

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

The man who wins out and survives does so only because of superior science and strategy.

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

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

People will not be bored. They may listen politely at a dinner table to boasts and personalities, life history, etc. But in print they choose their own companions, their own subjects. They was to be amused or benefitted