An ad-writer, to have a chance at success, must gain full information on his subject.

Know your client’s needs and desires before you advertise.

Know what the competition 
is offering and how.

We must learn what a user spends a year, else we shall not know if users are worth the cost of getting. We must learn the total consumption, else we may overspend.

The ad seems so simple, and it must be simple to appeal to simple people. But behind that ad may lie reams of data, volumes of information, 
months of research.

We need strategy to multiply the
 value of our forces.

It is a well-known fact that the greatest profits are made on great volume at small profit. A price which appeals only to 10 percent of the population multiplies the cost of selling.

The price question is always a very big factor in strategy.

We cannot go after thousands until we learn how to win one.

There is nearly always something impressive which others have not told. We must discover it.

We must have a seeming advantage. 
 People don’t quit habits without reason.