Scientific Advertising

Advertising which promises no benefit to the consumer does not sell, yet the majority of campaigns contain no promise whatever.

In print advertisements, your headline is the most important element. The other day I saw one headline produce five times as many orders as another. If your headline promises your strongest and most distinct benefit, you are on your way to success. Good photographs of your product cost more than bad ones, but they also sell more. When you want to s

But on other lines high price is unimportant. High profit is essential.