Curiosity is one of the strongest human incentives

Changing people's habits is very expensive

Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves

The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "hey there, Bill Jones" to get the right persons attention.so it is in n advertisement

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

If a claim is worth making, make it in the most impressive way.

Curiosity is one of the strongest human incentives