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

The product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it

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

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

Address the people you seek, and them only

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

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