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

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.

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

The product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it

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

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

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