People don't buy from clowns.

If a claim is worth making, make it in the most impressive way.

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

Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.

People don't buy from clowns.

A man coined to superlative must expect that his every statement will be taken with some caution

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