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

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

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

Every reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. Then do your level best. That reader, if you lose him now, May never again be a reader

Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.

Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring