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

People don't buy from clowns.

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

Changing people's habits is very expensive

Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly

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 one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know