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

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

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

Don't, to gain general and useless attention, sacrifice the attention that you want

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

Address the people you seek, and them only

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