Curiosity is one of the strongest human incentives

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

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

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

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

Genius is the art of taking pains

"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