Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever. To say, “Best in the world,” “Lowest price in existence,” etc. are at best simply claiming the expected. But superlatives of that sort are usually damaging. They suggest looseness of expression, a tendency to exaggerate, a careless […]

A dealer may say, “Our prices have been reduced” without creating any marked impression. But when he says, “Our prices have been reduced 25 per cent” he gets the full value of his announcement. A mail order advertiser sold women’s clothing to people of the poorer classes. For years he used the slogan, “Lowest prices […]

Then a new make came into the field. It was a tremendously difficult field, for every customer had to be taken from someone else. He stated specific facts. He said, “Softens the beard in one minute,” and “Maintains its creamy fullness for ten minutes on the face.” “The final result of testing and comparing 130 […]

“Used the world over” is a very elastic claim. Then one advertiser said, “Used by the peoples of 52 nations,” and many others followed. One statement may take as much room as another, yet a definite statement be many times as effective. The difference is vast. If a claim is worth making, make it in […]