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

Don't, to gain general and useless attention, sacrifice the attention that you want

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

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

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