The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest

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

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

Changing people's habits is very expensive

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

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

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