When you get a person’s attention, then is the time to accomplish all you can ever hope with him.

Present to the reader every important claim you have. The best advertisers do that. They learn their appealing claims by tests—by comparing results from various headlines. Gradually they accumulate a list of claims important enough to use. All those claims appear in every ad thereafter.

In every ad consider only new customers and tell your full story.

Whether long or short, an advertising story should be reasonably complete.