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

Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns

Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.

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

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

Every reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. Then do your level best. That reader, if you lose him now, May never again be a reader

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