The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

People will not be bored. They may listen politely at a dinner table to boasts and personalities, life history, etc. But in print they choose their own companions, their own subjects. They was to be amused or benefitted

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

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

Impressive claims are made far more impressive by making them exact

One may gain attention by wearing a fools cap. But he would ruin his selling prospects

Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way