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
Claude C. HopkinsThe time has come when advertising has in some hands reached the status of a science.
Claude C. HopkinsEvery 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
Claude C. Hopkins