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

Address the people you seek, and them only

Impressive claims are made far more impressive by making them exact

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

Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.

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

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