This is no lazy mans field

Genius is the art of taking pains

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

Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly

One may gain attention by wearing a fools cap. But he would ruin his selling prospects

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

"Best in the world," "lowest price in existence, " etc are at best claiming the expected. But superlative of that sort are usually damaging. They suggestion looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make