We cannot go after thousands of men until we learn how to win one.
Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.
Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly
Advertising is much like war, minus the venom
If a claim is worth making, make it in the most impressive way.
Don't, to gain general and useless attention, sacrifice the attention that you want