Every reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. Then do your level best. That reader, if you lose him now, May never again be a reader

Address the people you seek, and them only

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

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

A man coined to superlative must expect that his every statement will be taken with some caution

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