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

Don't, to gain general and useless attention, sacrifice the attention that you want

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.

Impressive claims are made far more impressive by making them exact

Curiosity is one of the strongest human incentives

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

Address the people you seek, and them only