Address the people you seek, and them only
Don't, to gain general and useless attention, sacrifice the attention that you want
Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must.
This is no lazy mans field
If a claim is worth making, make it in the most impressive way.
The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know