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

Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must.

Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way

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

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

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