Genius is the art of taking pains

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

Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves

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

Don't, to gain general and useless attention, sacrifice the attention that you want

In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster

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