"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

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

The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

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

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

Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject

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