One of the sayings that Benjamin Franklin printed, but you have likely never heard, is:

“He who buys has need of one hundred eyes, but one’s enough for him that sells the stuff.” I guess you have to think about it. Do you get it? Well, here’s an example.

Giovanni Martinelli was an acclaimed opera singer in his day. In a print advertisement Martinelli claimed that a particular brand of cigarettes never caused any throat irritation or problem for his singing voice.

Sometime later, Giovanni was interviewed by a reporter who questioned his statement about the cigarettes he had endorsed. How could that be? No irritation to his incredible singing voice by the use of cigarettes. The reporter reminded him of that particular cigarette advertisement. Martinelli’s response was that his statement was entirely accurate.

And then he admitted: “How could they irritate my throat. I have never smoked!”