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

One may gain attention by wearing a fools cap. But he would ruin his selling prospects

The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination

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

Every reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. Then do your level best. That reader, if you lose him now, May never again be a reader

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

Impressive claims are made far more impressive by making them exact