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

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

We cannot go after thousands of men until we learn how to win one.

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

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

The weight of an argument may often be multiplied by making it specific

Impressive claims are made far more impressive by making them exact