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

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

Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves

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

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

People don't buy from clowns.

This is no lazy mans field