Curiosity is one of the strongest human incentives

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

The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination

Platitudes and generalities roll off the human understanding like water from a duck.

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

Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns

Genius is the art of taking pains