Address the people you seek, and them only

Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.

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

This is no lazy mans field

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

"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

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