ABSTRACT
The front cover of System, the magazine of business, carries the titles of two or three of the main articles within, and in addition some such statement as this: “Also 327 suggestions by 143 writers on how to make sales and reduce costs.” In writing advertising copy, it is not enough to know that one is telling the truth. Some of the earliest things done in advertising have never been improved on. A good many publications will not allow advertisers to apply superlatives to their products. “If one advertises that an article is healing, delicious, economical, light, durable, nickel-plated, antiseptic or anything else definite, the mind can grasp the claim, weigh it and act on it. If an advertiser promises to do something that looks to be rather noble and disinterested he should never omit to explain his motives for doing so, if he expects to be believed.
