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

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

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

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

The man who wins out and survives does so only because of superior science and strategy.

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

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