RULES FOR EFFECTIVE ADVERTISING

1. IF YOU MAKE A CLAIM, PROVE IT.
2. DON'T LIE.
3. TIE YOUR CLAIMS TO CREDIBLE TESTIMONIALS.
4.DON'T BE A JOKER.
5. BE POSITIVE AND SPECIFIC.
6. CUT DOWN THE PUFFERY.
7. DON'T MAKE SOMETHING BIG OUT OF SOMETHING SMALL.