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 compass of accurate knowledge directs the shortest, safest, cheapest course to any destination

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

No generality has any weight whatever. It is like saying "how do you do?" When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value

The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

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

Picture what others wish to be, not what they may be now