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

Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table

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

Never be led in new paths by the blind

Impressive claims are made far more impressive by making them exact

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

The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "hey there, Bill Jones" to get the right persons attention.so it is in n advertisement