Genius is the art of taking pains

If a claim is worth making, make it in the most impressive way.

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

On most lines, making a sale without making a convert does not count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations often do not stick

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

Address the people you seek, and them only