#430 How to Write Ads That Sell

This book is not written as a personal history, but as a business story. I try to confine myself to matters of instructive interest. The chief object behind every episode is to offer helpful suggestions to those who will follow me. And to save them some of the midnight groping, which I did. Any man who by a lifetime of excessive application learns more about anything than others

owes a statement to his successors. The results of research should be recorded. Every pioneer should blaze his trail. That is all that I've tried to do. My only claim

Is that I have probably worked twice as long as anybody else in this field. I have lived for many years in a vortex of advertising. Naturally I learned more from that experience than those who had a lesser chance. I want that experience to help others avoid the same difficult climb. I set down these findings solely for that purpose of aiding others to start far up the heights that I scaled.

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