RULE N0.1.To say nothing in advertising talk except when you have something to say.
RULE No. 2.-When you say something in advertising talk to say it as quickly and clearly as possible.
RULE N0. 3.-To say the newest of your best mercantile information in your advertising talk.
RULE N0. 4.To remember that advertising is only plain common sense put in print.
RULE N0. 5.-To remember that he who juggles with truth in his advertising talk monkeys with the buzz-saw.
RULE N0. 6. To remember that pictures tell the story quicker than type and the two make the winning combination.
And to also remember:
RULE N0. 7.-That the printer is a pretty good judge of type, and the more you give him ” your ideas” the more he may get “mixed.”
RULE N0. 8.-That the artist is a pretty good judge of illustrations, and the more you throw in your “suggestions” the more “rattled” is he likely to become.
RULE N0. 9.-That the buyers are pretty good judges of values and the more you fiddle with their “stories” the more trouble you may have.
RULE No. 10.That the boss is a pretty good judge as to the money making abilities of his business and that on the more (or less) trade brought in by advertising depends your raise (or drop) in salary.
RULE No. 11.That advertising space is valuable and should be bought and used like any other commoditythat is, wisely.
RULE No. 12.That advertising is as high as the heavens and as deep as the sea, and there are more points in it than ever dreamed of in your philosophy, and it is well to keep a sharp lookout for all these points when you are not asleep.