Newspaper advertising is the cheapest channel of communication ever established by man. A thousand letters with one-cent stamps, will easily cost fifteen dollars and not one envelope in ten will be opened because the very postage is an invitation to the wastebasket.
If there were anything cheaper rest assured that the greatest merchants in America would not spend individual sums ranging up to half a million dollars a year and over, upon this form of attracting trade.
[The Man who Retreats before His Defeat]
The Man who Retreats before His Defeat
Advertising isn't magic. There is no element of the black art about it. In its best and highest form it is plain talk, sane talk—selling talk. Its results are in proportion to the merit of the subject advertised and the ability with which the advertising is done.
There are two great obstacles to advertising profit, and both of them arise from ignorance of the real functions and workings of publicity.
The first is to advertise promises which will not be fulfilled,—because all that advertising can do when it accomplishes most, is to influence the reader to investigate your claims.
If you promise the earth and deliver the moon, advertising will not pay you.