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

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

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

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

Advertising is much like war, minus the venom

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

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