"I'll bet you $10 I can write a newspaper page of solid type and you'll read every word of it." Mr. Hart scoffed at the idea, "I don't have to write a line of it to prove my point," Mr. Dyer responded. "I'll only tell you the headline. That would be... 'This page is all about Max Hart!'"
"Remember the people you address are selfish, as we all are. They care nothing about your interests or your profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising. Ads say in effect, "Buy my brand. Give me the trade you give to others. Let me have the money.
That is not a popular appeal.
The best ads ask no one to buy. That is useless. Often they do not quote a price. They do not say that dealers handle the product.
The ads are based entirely on service. They offer wanted information. They site advantages to users."