In drawing up an advertisement there are many ways of incurring
failure, and one very sure method is the abuse of one's rivals. An
advertisement which is meant to be taken too seriously is rarely a
success. Let the reader's eye catch any of the hackneyed phrases,
"Beware of Imitations," "Thousands of Testimonials," "Is the Best,"
and such like, and it will immediately pass on to something else. Such
well-worn and unconvincing statements excite in him no interest, but
rather a feeling of distrust.
[Illustration: TENTH.