The time has come when advertising has in some hands reached the status of a science.

If a claim is worth making, make it in the most impressive way.

The only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action

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

Curiosity is one of the strongest human incentives

Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten.

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