Address the people you seek, and them only

Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject

Advertising is much like war, minus the venom

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

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

Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring

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