Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
Genius is the art of taking pains
If a claim is worth making, make it in the most impressive way.
Picture what others wish to be, not what they may be now
The weight of an argument may often be multiplied by making it specific
Platitudes and generalities roll off the human understanding like water from a duck.