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

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

Don't think of people in the mass. That gives you a blurred view.

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

The weight of an argument may often be multiplied by making it specific

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

Curiosity is one of the strongest human incentives