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

The man who wins out and survives does so only because of superior science and strategy.

Picture what others wish to be, not what they may be now

If a claim is worth making, make it in the most impressive way.

In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster

The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

The product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it