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 man who wins out and survives does so only because of superior science and strategy.

The weight of an argument may often be multiplied by making it specific

Genius is the art of taking pains

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

The product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it

We cannot go after thousands of men until we learn how to win one.