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

This is no lazy mans field

The time has come when advertising has in some hands reached the status of a science.

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

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

The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "hey there, Bill Jones" to get the right persons attention.so it is in n advertisement

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