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

Changing people's habits is very expensive

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

Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause

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

Address the people you seek, and them only

Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must.