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

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

On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick

In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster

Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must.

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