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

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

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.

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

Advertising is much like war, minus the venom

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

"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