Advertising is much like war, minus the venom

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

Don't, to gain general and useless attention, sacrifice the attention that you want

No generality has any weight whatever. It is like saying "how do you do?" When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value

Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must.

Changing people's habits is very expensive

Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way