"Best in the world," "lowest price in existence, " etc are at best claiming the expected. But superlative of that sort are usually damaging. They suggestion looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make

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

The man who wins out and survives does so only because of superior science and strategy.

Curiosity is one of the strongest human incentives

The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest

Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves

The advertising man who spares the midnight oil will never get very far.