Do Not Address Your Readers As Though

You Aren’t Advertising To A Standing Army; You Are Advertising To A Moving Parade.

What Is A Good Advertisement? An Advertisement Which Pleases You Because Of Its Style, Or An Advertisement Which Sells The Most? They Are Seldom The Same.

The More Story-appeal There Is In The Picture Or In The Photograph, The More People Would Look At Your Ad

You Aren't Advertising To A Standing Army; You Are Advertising To A Moving Parade. Three Million Consumers Get Married Every Year. The Advertisement Which Sold A Refrigerator To Those Who Got Married Last Year Will Probably Be Just As Successful With Those Who'll Get Married Next Year. An Advertisement Is Just Like A Radar Sweep, Constantly Hunting New Prospects As They Come Into The Market. Get A Good Radar And Keep It Sweeping.

In The Modern World Of Business, It Is Useless To Be A Creative, Original Thinker Unless You Can Also Sell What You Create.