Address the people you seek, and them only

A man coined to superlative must expect that his every statement will be taken with some caution

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

Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly

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

On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick

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