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

Picture what others wish to be, not what they may be now

"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

Impressive claims are made far more impressive by making them exact

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

Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.