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

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

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

The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know

Never be led in new paths by the blind

Changing people's habits is very expensive

The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest