In writing advertising it must always be kept in mind that the customer often knows more about the goods than the advertising writers because they have had experience in buying them . . .

Courtesy is the one coin you can never have too much of or be stingy with.

Do the next thing.

"[A]ny seeming deception in a statement is costly, not only in the expense of the advertising but in the detrimental effect produced upon the customer, who believes she has been misled."

"I know half the money I spend on advertising is wasted, but I can never find out which half."