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

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

Address the people you seek, and them only

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

Every reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. Then do your level best. That reader, if you lose him now, May never again be a reader

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

Lust is a monstrous sin which altereth, marreth, and drieth the body, weakening all the joints and members, making the face bubbled and yellow, shortening life, diminishing memory, understanding, and the very heart.