Advertising is much like war, minus the venom

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

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

"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

The advertising man who spares the midnight oil will never get very far.

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

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