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

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

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

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

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

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

Advertising is much like war, minus the venom