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

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.

Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject

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

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

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

Genius is the art of taking pains