Don't, to gain general and useless attention, sacrifice the attention that you want

Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way

One may gain attention by wearing a fools cap. But he would ruin his selling prospects

Curiosity is one of the strongest human incentives

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

Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table

Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject