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

Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause

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

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

Lust is a monstrous sin which altereth, marreth, and drieth the body, weakening all the joints and members, making the face bubbled and yellow, shortening life, diminishing memory, understanding, and the very heart.

Address the people you seek, and them only

People don't buy from clowns.