To attack a rival is never good advertising. Don’t point out others’ faults. It is never good policy.

Show the bright side, the happy and attractive side, not the dark and uninviting side of things. Show beauty, not ugliness; health, not sickness. Don’t show the wrinkles you propose to remove, but the face as it will appear. Your customers know all about wrinkles.

Tell people what to do, not what to avoid.

Assume that people will do what you ask. Invite them to follow the crowd.

You will find that the positive ad out pulls the other four to one, if you have our experience.

The “Before and after taking” ads are foolish acts of the past.