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

The man who wins out and survives does so only because of superior science and strategy.

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

The product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it

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

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

The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know