Changing people's habits is very expensive

Never be led in new paths by the blind

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

Address the people you seek, and them only

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

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

Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns