One may gain attention by wearing a fools cap. But he would ruin his selling prospects

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

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

The product itself should be it's own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it

The advertising man who spares the midnight oil will not get very far

The one just consider the average reader s only once a reader, probably. And when you fail to tell them in that ad is something he may never know

Advertising is utterly unprofitable, and I could prove it to you in one week. End an ad with an offer to pay five dollars to anyone who writes you that he read the ad through. The scarcity of replies will amaze you.

Genius is the art of taking pains

No generality has any weight whatever. It is like saying "how do you do?" When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value