If a thing is useful they call it work, if useless they call it play. One is as hard as the other. One can be just as much a game as the other. In both there is rivalry. There’s a struggle to excel the rest. All the difference I see lies in attitude of mind.

Use pictures only to attract those who may profit you. Use them only when they form a better selling argument than the same amount of space set in type.

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

Never be led in new paths by the blind.

The weight of an argument may often be multiplied by making it specific.

Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way.

None but those who regard advertising as some magic dreamland will ever try to sell without sampling. Another.

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

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.

Address the people you seek, and them only.