Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause

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

This is no lazy mans field

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

Address the people you seek, and them only

Changing people's habits is very expensive

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