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 only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action

Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring

Changing people's habits is very expensive

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 man who wins out and survives does so only because of superior science and strategy.

"Best in the world," "lowest price in existence, " etc are at best claiming the expected. But superlative of that sort are usually damaging. They suggestion looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make