Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause
Don't think of people in the mass. That gives you a blurred view.
Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves
Almost any questions can be answered,cheaply, quickly and finally, by a test campaign. And that's he way to answer them - not by arguments around a table
The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
Address the people you seek, and them only
The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination
Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring
Platitudes and generalities roll off the human understanding like water from a duck.
Curiosity is one of the strongest human incentives
Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten.
The time has come when advertising has in some hands reached the status of a science.
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
Changing people's habits is very expensive
The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "hey there, Bill Jones" to get the right persons attention.so it is in n advertisement
The man who wins out and survives does so only because of superior science and strategy.
Impressive claims are made far more impressive by making them exact
Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns
People don't buy from clowns.
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
If a claim is worth making, make it in the most impressive way.
Genius is the art of taking pains
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
Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject
"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
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