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 only readers we get are people whom our subject interests. No one reads ads for amusement, long or short... Give them enough to take action

Address the people you seek, and them only

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

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.

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

The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "hey there, Bill Jones" to get the right persons attention.so it is in n advertisement