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

This is no lazy mans field

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

The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know

Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns

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

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