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

The advertising man who spares the midnight oil will never get very far.

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

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

Never be led in new paths by the blind

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

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