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

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

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

The man who wins out and survives does so only because of superior science and strategy.

Picture what others wish to be, not what they may be now

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

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