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

Impressive claims are made far more impressive by making them exact

Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring

The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest

Address the people you seek, and them only

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

The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "hey there, Bill Jones" to get the right persons attention.so it is in n advertisement