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

Genius is the art of taking pains

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

Changing people's habits is very expensive

Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves

We cannot go after thousands of men until we learn how to win one.

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