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

The time has come when advertising has in some hands reached the status of a science.

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

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

The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest

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

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