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

"Best in the world," "lowest price in existence, " etc are at best claiming the expected. But superlative of that sort are usually damaging. They suggestion looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make

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

People don't buy from clowns.

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

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

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