On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick

The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action

The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest

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

The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "hey there, Bill Jones" to get the right persons attention.so it is in n advertisement

Changing people's habits is very expensive

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