The only purpose of advertising is to make sales.

Advertising is not for general effect. It is not to keep your name before the people.

There is one simple way to answer many advertising questions. Ask yourself, “Would it help a salesman sell the goods?” “Would it help me sell them if I met a buyer in person?” A fair answer to those questions avoids countless mistakes.

Consider them as prospects standing before you, seeking for information. Give them enough to get action.

When you plan or prepare an advertisement, keep before you a typical buyer and be guided by what you would do if you met the buyer face-to-face.

Don’t think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell.

Before advertising first sell your product or service one-on-one to discover reactions and develop different forms of approach.

Send out questionnaires to learn the attitude of the buyers.

The advertising man studies the consumer. He tries to place himself in the position of the buyer. His success largely depends on doing that to the exclusion of everything else.

The reason for most of the non-successes in advertising is trying to sell people what they do not want.

Making a sale without making a convert does not count for much. Sales made by conviction—by advertising—are likely to bring permanent customers.

Tests will show that costly displays are worthless. A growing number of experienced advertisers spend no money on displays.

You must do your own selling, make your own success.