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

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 writing of headline is one of the great journalistic arts. They either conceal or reveal am interest

The time has come when advertising has in some hands reached the status of a science.

Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten.

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

Advertising is much like war, minus the venom