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

Platitudes and generalities roll off the human understanding like water from a duck.

People will not be bored. They may listen politely at a dinner table to boasts and personalities, life history, etc. But in print they choose their own companions, their own subjects. They was to be amused or benefitted

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

Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must.

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

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