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

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

Platitudes and generalities roll off the human understanding like water from a duck.

Address the people you seek, and them only

Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause

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

A man coined to superlative must expect that his every statement will be taken with some caution