People don't buy from clowns.

Genius is the art of taking pains

"Best in the world," "lowest price in existence, " etc are at best claiming the expected. But superlative of that sort are usually damaging. They suggestion looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make

The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination

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

Platitudes and generalities roll off the human understanding like water from a duck.

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