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

"Best in the world," "lowest price in existence, " etc are at best claiming the expected. But superlative of that sort are usually damaging. They suggestion looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make

Don't think of people in the mass. That gives you a blurred view.

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

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

Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject

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