A person who desires to make an impression must stand out in some way. Being eccentric, being abnormal is not a distinction to covet. But doing admirable things in a different way gives one a great advantage.
So with salesmen, in person or in print. There is uniqueness which belittles and arouses resentment. There is refreshing [...]

Then we take care not to change an individuality which has proved appealing. Before a man writes a new ad on that line, he gets into the spirit adopted by the advertiser. He plays a part as an actor plays it.
In successful advertising great pains are taken to never change our tone. That which won [...]