▁sales ▁pione er , ▁E . ▁St . ▁El mo ▁Lewis . ▁In ▁one ▁of ▁his ▁publications ▁on ▁advert ising , ▁Lewis ▁post ulated ▁at ▁least ▁three ▁principles ▁to ▁which ▁an ▁advert is ement ▁should ▁conform : ▁▁ ▁According ▁to ▁F . ▁G . ▁C ool sen , ▁" L ew is ▁developed ▁his ▁discussion ▁of ▁copy ▁principles ▁on ▁the ▁formula ▁that ▁good ▁copy ▁should ▁attract ▁attention , ▁aw aken ▁interest , ▁and ▁create ▁conv iction ." ▁In ▁fact , ▁the ▁formula ▁with ▁three ▁steps ▁appeared ▁an onym ously ▁in ▁the ▁February ▁ 9 , ▁ 1 8 9 8 , ▁issue ▁of ▁Pr inter s ' ▁In k : ▁" The ▁mission ▁of ▁an ▁advert is ement ▁is ▁to ▁sell ▁goods . ▁To ▁do ▁this , ▁it ▁must ▁attract ▁attention , ▁of ▁course ; ▁but ▁attract ing ▁attention ▁is ▁only ▁an ▁auxili ary ▁detail . ▁The ▁announ cement ▁should ▁contain ▁matter ▁which ▁will ▁interest ▁and ▁conv ince ▁after ▁the ▁attention ▁has ▁been ▁attract ed " ▁( p .   5 0 ). ▁ ▁On ▁January ▁ 6 , ▁ 1 9 1 0 ▁Lewis ▁gave ▁a ▁talk ▁in ▁Ro chester ▁on ▁the ▁topic ▁" Is ▁there ▁a ▁science ▁back ▁of ▁advert ising ?" ▁in ▁which ▁he ▁said : ▁ ▁The ▁importance ▁of ▁attract ing ▁the ▁attention ▁of ▁the ▁reader ▁as ▁the ▁first ▁step ▁in ▁copy ▁writing ▁was ▁recognized ▁early ▁in ▁the ▁advert ising ▁literature ▁as ▁is ▁shown ▁by ▁the ▁Hand book ▁for ▁Ad vert is ers ▁and ▁Guide ▁to ▁Ad vert ising