Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table

Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way

Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table

The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action

Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly

Never be led in new paths by the blind

One may gain attention by wearing a fools cap. But he would ruin his selling prospects