Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject

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

Impressive claims are made far more impressive by making them exact

In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster

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

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

Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves