Don't think of people in the mass. That gives you a blurred view.

No generality has any weight whatever. It is like saying "how do you do?" When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value

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

The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination

"Best in the world," "lowest price in existence, " etc are at best claiming the expected. But superlative of that sort are usually damaging. They suggestion looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make

Advertising is much like war, minus the venom

This is no lazy mans field