Advertising is much like war, minus the venom

The weight of an argument may often be multiplied by making it specific

The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

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

On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick

Never be led in new paths by the blind

Changing people's habits is very expensive