Never be led in new paths by the blind

A man coined to superlative must expect that his every statement will be taken with some caution

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

The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "hey there, Bill Jones" to get the right persons attention.so it is in n advertisement

Genius is the art of taking pains

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

Platitudes and generalities roll off the human understanding like water from a duck.