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

Genius is the art of taking pains

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

The product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it

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

Curiosity is one of the strongest human incentives