Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.

Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten.

Never be led in new paths by the blind

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

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

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

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