Advertising is only evil when it advertises evil things.
If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.
The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
The temptation to entertain instead of selling is contagious.
Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
Leaders grasp nettles.