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

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

Scientific advertising has altered many old plans and conceptions. It has proved many long established methods to be folly

Address the people you seek, and them only

"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

A man coined to superlative must expect that his every statement will be taken with some caution

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