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

In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster

The weight of an argument may often be multiplied by making it specific

Genius is the art of taking pains

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

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

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