The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know

Address the people you seek, and them only

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

Changing people's habits is very expensive

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

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

The advertising man who spares the midnight oil will never get very far.