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

The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know

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

Changing people's habits is very expensive

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

"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

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.