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

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

Curiosity is one of the strongest human incentives

Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring

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

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