This is no lazy mans field

Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause

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

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

Impressive claims are made far more impressive by making them exact

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

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