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Before writing an advertisement, one should always place before his mind what is the most important thing to impress upon the public. If he is advertising an article of established trade, it is the name and location of the house selling it which must be the more prominent, or at least equally so with any other part; but if he be introducing some new article, or seeking to extend the sale of something little known or rare, these items are of far less importance, and the name of the article itself should be more prominent. The advertisement should be so constructed as to claim the attention of the reader, and retain that attention until he has read it through. "Excite but never satisfy," is the principle pursued by many successful advertisers.

The advertisement should never contain anything repugnant to refined taste, and nothing grotesque or ridiculous. The most meaning should be condensed into the fewest possible words. The wording should often be changed, and an attractive typography should be used. It is well to choose an attractive heading, followed by fairly spaced paragraphs, with appropriate sub-heads.