Be Brief! Be-pointed!

. In preparing their announcements advertisers will usually do well to confine their statements to one, or at most, a very few pointe. Few persons can do well more than one thing at a time, and it is mueh the same with the memory; but one or two points in any statement make an impression and are retained. As the number of points is increased the probability of any of them making an impressjon and bringing returns is proportionately reduced.