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

On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick

People don't buy from clowns.

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

This is no lazy mans field

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

A man coined to superlative must expect that his every statement will be taken with some caution