Document 6507773

L
HOW TO WRITE
ADVERTISEMENTS
THAT SELL
METHCJS
146
BT WHICH
SHREWD ADVERTISERS PIAN
IAYOUI"PLACE THEIR COtY
WRITE
TO
HOW
ADVERTISEMENTS
SELL
THAT
TO
HOW
IN
CAMPAIGN
YOUR
SALES
TO
MEDIUMS"
LISTS
AND
RECORDS
RETURNS
INCREASE
HOW
146
SHREWD
VERTISERS
ADAND
PLAN
PLACE
A.
W.
THEIR
SHAW
COPY
COMPANY
SHAW
CHICAGO
A/W.
LAY
AND
PROSPECT
TESTS
THAT
MENTS"HOW
INDUCE-
AND
WRITE
CHOOSING
USING
"
SCHEMES
POINTS,
COPY"
STEP
EVERY
PLAN
NEW
COMPANY,
1912
YORK
Ltd.,
LONDON
OUT
AND
eSS"InM!
#
OTHER
"HOW-
0
BOOKS"
How
to
Increase
Your
How
to
Increase
a
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to
Systematize
How
to
Get
How
to
Increase
How
to
Sell
Real
Estate
How
to
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How
to
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to
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to
Talk
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to
Write
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Scientific
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to
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to
Get
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to
Collect
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to
Finance
Sales
Bank's
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Out
Sales
the
Work
Your
of
Win
Advertisements
is
Appliances
From
Supplies
Coal
Mail
by
Business
a
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Preparation
MAN'S
ENCYCLOPEDIA
{Two
BUSINESS
Applied
and
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BUSINESS
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MAN'S
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BUSINESS
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ADMINISTRATION
BUSINESS
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Thirty
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Preparation
MAGAZINE
OF
Copyright,
1912,
W.
COMPANY
SHAW
^Qfr
MANAGEMENT
by
CONTENTS
PART
HOW
TO
I
PLAN
What
PREPARE
AND
Makes
Men
Buy
Chapter
Page
I
Finding
the
Vital
II
Rousing
the
Motives
III
Advertising
Selling
Make
that
Sell
to
Points
Men
Buy
14
....
Single
a
7
Line
or
Product
20
...
IV
V
Making
Copt
Combining
Sell
Store
Appeals
Products
Win
to
NOVEL
WAYS
TO
Clinching
VI
VII
Putting
How
to
Sales
Use
REINFORCE
Sales
TO
AND
and
VIII
Samples
48
IX
X
XI
Making
Copy
Writing
How
to
in
Word
ADVERTISEMENT
LAYOUT
Pulling Power
Headlines
Plain
the
III
THE
Greater
Attention-Getting
COPY
YOUR
41
THE
MAKE
Get
and
Reasons
Inducements
Displays
and
57
....
Interesting
62
Why
69
and
Insure
Response
75
.
XII
Blocking
out
Your
32
Copy
into
WRITE
"
by Special Appeal
Schemes
Pictures
Prospect
II
PART
HOW
Average
the
PART
26
Advertisement
3
.
80
CONTENTS
4
PART
MEDIUMS.
OUT
PLANNING
IV
SPACE
Your
Putting
AND
APPROPRIATIONS
Into
Campaign
Effect
Chapter
Paq"
XIII
Locating
XIV
Choosing
Your
High-Profit
Prospects
Sales
Profitable
89
Mediums
Lists
and
95
...
XV
XVI
How
Much
How
Spend
to
Start
to
the
Advertising
for
Campaign
105
PART
RAISING
Holding
XVII
Testing
the
Stop
OF
Watch
Your
on
Your
Determine
to
V
AVERAGE
YOUR
100
Best
RETURNS
Advertising
Copy
and
Mediums
XVIII
Making
Ill
the
Campaign
Measure
up
to
Test
.117
.
XIX
Keeping
Reference
Records
and
How
to
Averages
Plan
.
Specimen
Advertisements
XX
.
120
Your
Next
Campaign
by
Past
125
II*
What
Makes
Men
Buy
is
of three great sellingforces:
ADVERTISING
The
salesman
speaking, the sales letter written, the
one
printed,all
advertisement
"
aim
all,through their various
makes
that
message
Advertisingis
to
demand
arouse
mediums,
carry
the
for
goods
vital
one
sales
than
more
stylishdress for page
type or strong layout,
proper
than honest
circular;more
ment
state-
or
of colors,size and position;
use
attention-getting
than
in
the choice of efficient,
judgment
more
even
nomical
ecothan business abilityin eliminatmediums; more
ing
dead
from
names
mailing lists and gettingbig space
value for the season's appropriation. A flaw in the
mechanical
chain of advertisingoften lets the entire campaign
fall. But
in
all
tails,
dethese
perfection
get
you
may
and
advertisingstill will fail,until you find
your
the appeal that makes men
buy.
or
This message
that
sales copy
is the
Does it grip your
advantages
Does
The
it talk your
through sales talk,sales letter and
central strand of advertising
that pulls.
runs
prospects?
Does
offered
product and sales plan?
profits?
wants
reasons
the
goods
his trade
turn
and
so
of inattention
counteracts
to reconsider
every
and
of the inmost
his message
rich with buying
with the product's
buying
prospect'sdeepest desires.
buying impulse, until
" II
my
attractions
flavor and
or
or
skillfulcopywriter makes
and
it tell them
in your
well
that
to
in the reader
"
every
He
foreseen
he matches
his advertisement
prospect'sinclination
knows
the
his
recoil
logical
neutralizes
to save,
to put
and
off,
to hesitate.
" IB
fir
in;
III
;Z!i2
CHAPTER
Finding
WHEN
you
sales
sit down
to
the
issue
next
scheme,
printed matter,
is
of
services
the
should
What
does
fit that
the
want?
and
trade?
In
the foundation
of the
heart
you
buyer
or
paper,
records
test
tracts,
con-
and
all
your
your
tisement,
adver-
appeals
the center
should
campaign
and
carry.
itself is not
in relation
for
have
questions you
"
in
product
your
chief
its
advertising
product
importance,
dominate
those
product
your
does
How
be
to
answers
and
else.
should
should
your
?
want
what
message
know
must
everything
tone
of
local
the
time
in
that
of successful
Knowledge
ment
hasty advertise-
a
electrotypes, space
copy,
What
the
of
follow-ups,
question
before
come
pencil
complete advertising campaign, there
a
four-fold
one
SellingPoints
the Vital
for
marshal
to
I
enough;
its prospective
to
purchaser.
The
began
was
a
proprietor
to
advertise
keen
a
machine
traction
after
perfection in
in
shop
engines
for
mechanician, and, carried
strong
Although
of
a
prairiestate
farm
away
service.
with
the
He
usually
un-
tisement
talking points of his line,he built adveradvertisement
on
the
points
of technical
his tractors.
seasonably placed in reliable farm
journals
MAKES
WHAT
8
covering
section
a
for several
the
purposes,
together the
1
I
But
should
with
just
knows
"The
of
But
far
so
do
can
it
are
is the kind
of argument
technical
a
expert.
doctor
which
his
is
he
He
to estimate
how
is
food
own
much
as
and
a
shelter.
traction
a
unthought of
and
extra
thinks
he
his horses.
his teams
question of buying
the
can
this week.
them
as
he
engines. He
good for and
him
with
points
horses, and
traction
and
with
represents aoi
without
ative
represent-
the advertisements.
about
of maintaining
course
as
to pay.
field
over
to
all
knows
they
expense
matter
goes,
He
what
he
work
the
"this
appealing
sell,train,handle
buy and
went
men
nothing about
almost
knows
trusted
a
is feasible
begin by arguing the technical
farmer.
a
two
in
use
cannot
you
in
said the field man,
'Why,"
of tractors
use
advertising failed
called
,The engine maker
and
the
where
BUY
MEN
engine
expense,
gettingalong perfectly
well.
1 '
Before
must
you
willing to talk technical pointswith you,
in him
awaken
a feeling that he is missing an
he is
advantage which
spoke of the engine
"
as
point by point, with
each
how
and
day
per
this
And
direct
acre
was
; was
an
the
pay
the
took
for itself.''
They
tone.
new
' '
horse, and compared it,
iron
farm
horse.
driven; what
told with
What
each
each
could
do
sumed;
con-
per
apt comparison.
its
advertisement, with its5homely allusions;
appeal
to
the farmer's
flesh; its appeal
horse
than
more
soon
advertisements
later
The
will
to
present need
ever
consider
the
farm
for better
engine
profitabledraught animal;
bigger and more
not getting on
its sweeping proof that the farmer was
the tractor
brought exceedingly
well enough without
only
as
a
"
returns.
profitable
It
an
over
an
advertisement
recruit
green
POINTS
of
experience full
sellingappeal, just
and
a
was
SELLING
VITAL
THE
points
and
ing
actually mak-
on
adding the
style
proper
the sales manager
as
puts into his
and
9
takes
points
the
canvass
out
that sell.
will not
Imitation
the
take
place
prospects, is
is used by
suggestion in copy
of
and
products
does
not
is much
What
make
to imitate
by prestigeor
have
may
element
some
he may
; or
is
merchant,
good for
be
It
you.
advertisingsuccess.
one
any
he
may
His
copy
competitor's advertising lacks,
your
up
successful
a
Because
from the cemetery of advertising
easier to learn
failures,than
sufficient.
not
publicitycopy
that
prove
analysisin
advertising, instead
successful
advertising. Studying
of this
personal sales
of
strength
skill.
do
you
not
nize
recog-
succeeding in spiteof his advertising
mistakes.
But
of your
is
the addition
when
familiar
own
of
one
the lesson
failures to success,
copy
wasting
thus
by roundabout
view
of its
moving
not
analyticalrecord of its various
of copy
proved
records
varied
for
a
products.
several
Gettingthe
Formula
years,
first
A
which
on
the
varieties
successfully
upon
these
6.
page
when
kept
the various
based
by Which to Solve
Right Copy
asked
for years
futile and
chart
appears
questionthat is
product is analyzed with
The
or
sense
common
products,the
in these advertisements
appeals made
marketed
be effective
to
has
concern
terview
in-
nicely,and
out
getting the
methods
sellingfield,one
storekeepers with
of
the time
why products are
on
of
singleappeal changes
a
plain.
Instead
an
of
the Problem
the
aid of the
of
marketing
Advertising
WHAT
10
Chart
"Must
is :
direction
this
the
on
Must
MAKES
advertisinginduce
prospect's part;
of expenditure
he decide^to
place
of
else ! '
device
'
to
stop
he is in position"B"
like
planned
that,"
make
to
known
exclaims;
previous standing. You
and analyze your
product
has
merely
an
* '
your
In this
case
the
make
unfamiliar
to him.
him, what
do.
would
pected
unex-
face, appears
to
prospect is then
in
enough
well
doing
do
must
It must
profitthrough
more
exactly what
not
only develop
your
article ; but
prospect feel keenly the disadvantage and
it.
and
have
"
"A"
is
stop him,
persuade
him
to make
advantage it
him
may
and
to* come
you
going
turn
with
inspire him
It must
outlay for the untried
"B"
stands waiting for
must
you
its
your
advertisement
your
bigger things;
you
something
that he is
thinks
being without
desire for
in the wrong
about
and
a
an
be
offer
tion;
direc-
take him
way.
In
by
of
interference.
good salesman
of
the possibility
your
' '
O. K.
it is what
that
market
to
expense,
He
a
loss of
an
him
for, which, on
extra
position"A".
without
begin
you
unwished
and
must
having long
opportunity
and
on
wanted
only explain, describe
show
to
pect
pros-
needed.
If, however,
be
need
"I've
when
purchase
a
four
loss in his business,
the chart.
on
he
such
a
offered,the expenditure goes through
he
the
is accustomed?
analysisof products,we find
important. If you are offeringyour
new
something
he
the
out
classes to be
some
merely change
or
which
to
penditure
outrightex-
an
spend for it,or merely to choose it in
something
Following
BUY
MEN
such
your
classes
of commodities
prospect, however, there is
representedin
the chart
are
as
a
in habitual
further
by classes "C"
and
use
distinction,
"D".
All
VITAL
THE
of
one
another
or
nails and
and
mind
often
more
have
you
won
suggestive
find
you
catch
the
and
walking
me
from
brand
I
used
am
coal must
your
be
competitor's salesman
must
change
must
have
in
into
come
than
my
rival's,
your
circumstances
this case,
direction
and
fourfold
need
win
"
only
' '
copy.
your
at your
buying
ordered
to
to
at
home
my
door,
my
it.
a
me
you
"
your
ner;
cor-
your
copy
change of habit
Your
It finds
door
ordered
by mail, when
And
of
be
must
advertisement
in the
position
give me a
must
place of business.
classification suggests the essential links
product and its prospect through
Any variety of advertisingmay pay
between
all
back
turning in
to
of mine.
reason
why
of bread
comes
walking past
for
This
in
a
habit
reason
man
reason
a
' '
be
a
day by day,
favorable
may,
in your
your
town, when
or
of
copy
pencils,or
step.
If, however,
must
brand
strongly
in
us,
goods similar
buying
am
Under
publicity
or
I
more
trade.
my
advertise
of your
name
of
and
paper
you
those
to
11
clothing. All
have
If, when
price
make
can
and
must
group,
cement.
in kind
you
food
have
must
us
POINTS
SELLING
your
except the
best
one
kind,
a
its advertisement.
you
part of your
;
but
space
to meeting points on
appropriation is given over
which your prospect is already sold. The advertisement
of highest average
must
efficiency
put its whole strength
against the point,or points which are actually blocking
and
the sale.
Shall You
Make
Your
Persuasive
A
and
recent
or
Copy Mere Publicity
StyleDominate?
advertisingcampaign played
advantages of
failed.
an
improved
up
the
toilet article.
Let the
qualities
The
paign
cam-
WHAT
12
Field
well
extra
it.
BUY
prospects
in class A.
They
Men
not
were
get it.
to
money
that
granted
B ; but
nor
without
enough
spend
MEN
study of prospects proved that the product
in class C
not
MAKES
And
the
favorable
were
doing
were
converted
to
took
for
copy
these two
on
was
vital
points !
When,
however,
edition
which
is sufficient.
which
an
The
the
testifies to its
It falls into that
of so-called
class "D'\
A
its
by
sufficient,
minor
But
soda
crowded
are
purchases of
fountain
per,
wrap-
glass, is sometimes
influence
in the
us
the day.
great deal of the merchandise
a
stances
in-
with
of the gum
colors
to
repetition,
mere
for
covering products in
publicitycopy
the
peat
re-
class of commodities
reproduction in
cigar or
a
popularity,description
billboard
and
car
in
out
comes
is waiting.
public
eager
street
the
latest novel
"
here, belongs in class
C"
and
classed
commonly
much
demands
stronger
copy.
It takes
something
housewife
decided
How
not
of
her
grocer
very
"
one
the other
Boston
with
without
man
to Get
such
a
Larger
devoted
almost
chart
to
make
means
demand
cocoa,
a
a
a
against
protest
Problems
ables
En-
Returns
recently built
of
test
lems,
advertisingprob-
it.
without
diagnosed his sellingproblem
He
or
Sales
with
It often
her
probably will
high salaried advertising men
campaigns
The
for
starch
Correct Diagnoses of Your
laces
and
familiar.
rice,corn,
You
Two
made
change in buying habit
particular brand
which
expensive woolens
habit has
which
soap
a
risk her
the
suggestion t(\ make
than
more
two-thirds
the
as
chart, unconsciously
belonging
in class "A"
of his 672-line
space
to
a
CHAPTER
Rousing
II
Motives
the
Men
his
decision
BEHIND
of your
one
He
have
may
And
of
action
in order
motives
are
of
dozens
heads
to
lower
the
buy
to
or
to
not
factory prospects
buy,
has
a
every
motive.
to
motives,
individual
these
or
motives, will give those strongest
tion,
which, through persuasion,descripadvertisement
suggestion,your
logic or
In
of
average
individual
springs of
or
Buy
motives.
many
the
groups
store
Make
that
classified
successful
peal,
ap-
goods.
sell your
part
should
Advertising Chart, these
according to the analysisused by
of
the
salesmen,
five
under
arbitrary
:
1.
Gain
2.
Some
or
saving
of money.
such
utility,
happiness, love, moral
3.
Pride
4.
Caution.
5.
Some
and
as
necessity,convenience,
use,
considerations.
emulation.
self-indulgenceor
personal flaw, such
as
laziness,vanity, subservience,appetite.
Every
blend
of human
is believed, be
can,
it
these
heads.
motives
that
prompts
buying
suggestively classified under
u
ROUSING
decided
Having
shall
copy
be
decide
action
that
shall
copy
in
awaken
for the
How
or
one
bulk
the
blindly unless
five
this
And
springs of
rectly
depends di-
folk
ordinary
whom
to
you
trade.
Gain
Money
Often Bring
the Sale
elementary appeal is
offer
to
your
pect
pros-
saving or gain through his purchase.
gain
periodicalyou pick up will give examples of bara
Any
money
sale
headings:
"At
cent";
per
for
Most
"
from
Direct
schemes
the
gain
"
blindly groping
big outlet
his
that
of
resort
one
way.
a
the
money
condition
closed
out
to
the
The
supply
limited
a
40
motive
to
time
and
margin
is
affords
demand.
appeal
under
of
of
who
appeal
of all sorts
with
this
advertiser
money
a
saves
on.
so
accommodates
motive, stocks
are
and
works,
count
approval ", "Dis-
on
directed
are
quick shift of price,and
By
the
factory prices
cash", "Bargains",
sales
money
the
gestive,
sug-
groceries,
fruits,dry goods
than
about
most
advertising
your
of these
address.
of your
Other Motives
The
of
tone
more
the desires your
lumber
look
the
15
persuasive,descriptive,logical or
which
upon
or
that
MOTIVES
appeal will still be made
your
you
BUYING
to
every
profit or
salvage.
Over-emphasison this money
motive, however, loses
prestigeand patronage for your store,if your prospects
want
rather
some
utility,as quality or convenience
than
cheapness.
An
eastern
sales stock
shopkeeper who made his own
of cards
and brochures, found
profitsslumping. He
reduced
prices and his trade rose for a time; but not
enough
to
prices,and
cover
the cut
in his rates.
Again he reduced
again his sales established
a
new
record.
WHAT
16
he
But
was
that it could
post-card or
him
and
It
sales.
with
well-to-do
formerly frequented his shop.
motive
a
that
found
he
the
its character.
changed
trade
had
rates
which
in the
And,
between
had
for
search
formerly brought buyers to him,
residence
district had
gradually
had
that
stood
that
it
"2-for-5"
a
be that his cut
even
the
Then
ever.
price of
be the
brochure
might
for him
lost caste
not
12%-cent
a
than
bankruptcy
nearer
to him
came
BUY
MEN
MAKES
The
trade
his
which
to
dainty
now
appealed, was
passing down
another
thoroughfare in its daily routine.
His deciding grip on
trade apparently had been the
utilityof his service the handy location of his little
printed
had
matter
"
No
shop.
in
cut
this link
dropped
that
could
he
price could bridge
write
of his former
habit
in
or
Not
out.
the
succeeded
An
its
persistencein
whose
greetingpossess
why'
reasons-
the
may
new
tion,
loca-
and
trade, was
advertisingand
judged
be
from
:
the
morning
his
'
throve.
success
the added
if written
and
tone, reads
one
Christmas
of
success
"
left when
changing
of his stock
moved
advertisement
"On
and
He
in
gap
"
change in business
A
character
essential to the renewed
sellingefforts.
the best
even
trade.
the
charm
of affectionate
of extreme good form
notes
Washington Linen Paper. Three
"
stylesespeciallymade for particularwomen
are
Pride
in the dignity and
tionery
good taste of certain stais the moving appeal in this advertising campaign,
taste
on
"
when
not
an
appeal
interest those who
note
The
to
are
the
money
motive
would
prospects for this grade of
paper.
manufacturer
of
patent door
interestingproblem in buying motives.
product
on
the market
a
with
an
strip solved
He
an
first put his
incomplete appeal to
the
BUYING
ROUSING
trite utilitymotive
about
bring. People did
and
the
not
printed
floor drafts
laden
children.
What
a
buy. Then
picture of
his
re-classify
and
Advertising Chart
appeal in
insure
failure
of
who
and
starts
lurk
selling; but
throws
man
test for the
for motive
aside
frame
to
chance
first
appeal
"
3r
the
assent
and
appeal
high utility
want
to.
dozens
What
the
and
of
us
copy-
complete
or
unusual
The
copy-
unstudied
compelling,
more
Analysis
impulse and
test.
"
sales
revision.
Right Basis for All
Efforts
also
the
of this scheme
from
personal
being brought
are
things that
hinders
warm
step between
error
costly
a
precede
use
the
advertisement
conference
clever
Good
count!
of your
tone
should
the business
each
something
up
false,or
copy
of
advertisement, but
principlesby
us
product.
comfort
the
the
at
averages
profit by
to
for
weak
a
dominating
only
All of
his
stronger
poor
chances
Analysisof Buying Motives
SellingPlans
sale and
his
mere
bares
nor
campaign,
consumer
in
advantage
Not
of
tone
advertisement.
any
the success,
every
factory and
a
to
much
a
and
parental love.
the
will not
of
the motive
human
loses
appeal
to
"
caution, and
of
of
health
sizing
persuasion empha-
strong
directed
Thus
the
changing
"
same
motive
the
disadvantage of being without
at
dust-
where
nursery
to
the
would
tising
changed his adver-
time, from an
convenience, he changed
At
talk
nicely.
product began to move
manufacturer
unconsciously did was
product, taking it out of class "B"
description to
the
of
product
constantly threatened
putting it into class "A"
from
his
he
a
full
was
copy
comfort
and
17
His
this
copy
His
only.
cleanliness
the
MOTIVES
we
do
buying
to
of charts.
not
purchase
is the mahi
MAKES
[WHAT
18
object against
sales talk.
relieve
to
The
ideas
cutter
will do
clever
salesman
Moreover, buying
haberdasher
whose
advertising and
your
for
increase
will also meet
motives
with
quality, and
of prospects,
groups
In
fact, the
new
motives
classes of trade
priced
article
makes
will win
over
The
motive
a
on
which
to
utility motive.
a
change in price and
restricted
of
printer's
is announced
sale
the
dominance
not
constantly.
change
specialoccasion,every
every
knows
of cost.
hat
straw
He
the
that
appeals
item
cutter
power
output.
rainy morning, fails because the money
he
appealed has been eclipsed by
With
a
things; yet he does
these
other
and
unfamiliar
the
to
and
work
of economy
assent
direct
to
BUT
printer is wishing
The
hard
the power
buy.
which
MEN
appeals
into
come
various
to
play.
motives
different
ferent
dif-
in
underlies
competition. The
its money-saving appeal to
low
one
class; the medium
priced article,its utility appeal to
the middle
class; and the Fifth Avenue
or
Michigan
Avenue
ity
shop, its appeal to pride,exclusiveness and vanof still higher classes.
tools for
for
interior
And
constructors.
Again,
There
reach
A
your
be
may
with
appeal
a
true
another
touch
working
woodbrand
ferent
the dif-
householders, carpenters and
sway
for varied
need
a
comes
of
and
work
construction,may
rough, fast outdoor
utilities that
fitness of certain
The
the variation
tones
must
and
in your
be
of
motive, often
advertisement.
general in order
to
pay.
fails to
vital appeal which
the average.
telephone company
an
newspaper
Brides,''
handiness
'
and
in
recentlyinserted
advertisement
addressed
reminding them, in
housekeeping
and
during the lonely hours
in
a
clever
new
morning
to
"June
way,
safety, and
in the
a
of the
"
as
pany'
com-
home, whicK
a
or
The?
half
a
glad
been
have
old home
to
Would
?
just
open
the
to
Grocer
for
never
Would
by
year,
lonely Mothers
telephone in order
who
had just left the
have
been
cially
espe-
in
their
yet known
the
have
to
been
ence
conveni-
percentage of
the June
not
widened
of prospects with
that
Marketman
and
been
reminder
the
morning
have
other Housewives
had
telephones,year
new
the
the
prospects!
not
Brides"
then
telephone ?
a
in
put
not
housekeeping they
of
Would
reach
copy
such
great groups
the ''June
talk with
to
dozen
reminder.
clever
same
could
appeal
seasonable
same
to include
the
reads
profitableproportionof
a
19
piece of
telephone prospect who
average
paper,
this
Did
telephone represents.
the
MOTIVES
BUYING
HOUSING
a
vital
keep their
appeal
one-way
of their trade ?
telephone facilities up to the possibilities
diums
mePretty pictures,catchy phrases and unsuitable
multiply casual readers who are not prospective
A
buyers.
analysis of
sound
of
knowledge
check
those
to word
all
upon
which
trade.
advertisement, therefore,
the
three
to base
or
list the
marked
go
four
average
your
in your
strongest appeals can
product touches, then
from
an
actuate
of the five classes of motives
prospects,to which your
each heading so
under
your
that
buying, builds
begin
you
your
motives
the
prospects in such
Before
appeal, however, based on a
intimate
proposition and an
common-sense
over
your
best
be made
;
actual
desires
list and
choose
motives
strongest specific
advertisement.
your
By the use of the Advertising Chart, and through
rious
practice in analyzing the advertising problems of vaput a
products, prospects and motives, you can
age
into your
writing. Your averdirect,decisive "drive"
copy
"
work
and
becomes
stronger.
capitalized.
Poor
tests
are
mized
mini-
CHAPTER
III
Sell
Advertisingto
Single Line
a
or
Product
the
WITH
advertiser,the problem is
mand
a
profit-making trade on recurring dea
lines,regardless of whether
single
general
build
to
for
many
fails.
product
products
that
advertiser
has
demand
fails
He
glutted demand
meets
develop
concentrated
him, he
world-wide
one
cannot
other
than
service he
His
and
his
trade
a
his prospects
stricted
closely re-
a
count
can
season
or
in the
or
upon
lifetime.
a
through bargains
line
own
he
or
leaders,
or
inducements
and
offers.
are
sellingon
qualitiesand
groups,
gamut
that he
one
by
his advertising
concentrate
can
subject;
fully develop its
can
appeal distinctly to
can
uses;
product, through
the whole
velop
de-
national
a
relies upon
buyer in
each
stimulate
in
takes
trade; sometimes
sale to
advantages
prospect
when
competition or
separated from
often
He
class for
often
is then
field; he
by distance.
only
"
over-ride
must
new
one-line
the
single product
a
on
single line advertiser
A
But
wants.
new
with
outlets.
new
He
store
assorted
grades
various
mediums
of motives
that
20
and
actuate
or
different
qualitiesof
by
these
means
classes.
of
WHAT
22
MAKES
MEN
applied through sellingappeal
might be reaching more
groups
The
in other
census
his
particular prospect
of other
attention
of such
statistics
the
means
advertising. Many
Far
prospects.
full of information
are
get the attention
to
without
groups
readers.
good mediums,
of actual
helps the single line advertiser
that
of
federal
and
state
BUY
wasting
the
complete analysis
more
conservation
periodicalscompile
of millions
in
tables
analyzing
population by
trades, professions,location
(city,
suburban
and country), by income, reading habits,'
chasing
purhabits and
On
this data
base
can
you
advertisingcampaign.
ingenuity
will
how
show
buying
which
campaign
is
letter
private
the
varietyand
inclusive
appeals
tables which
Clever
line,are
about
describe
motives
basis of almost
the
of
every
consistentlysuccessful.
records
ness
through public,busicircular
investigations,
and
to
at
reach
and
of his copy.
aim
various
beginning
the
close
new
advertisement
He
makes
motives, using
and
day by day adding
Thus
facts
get different
you,
advertising tests, the advertiser
Advertising Chart illuminating with regard
campaigns
finds the
or
to
in your
set before
problem
this information
Having secured
and
the
habits, prejudices and
power,
the prospects for the
to
"With
cleavage.
divisions
important
particular prospects.
your
the
other useful lines of
various
and
of
his
appeals
the
his offer
strongest
advertisement;
his
to
campaign
campaign.
be
can
given
unity, comprehensiveness,balance, cohesion,punch.
How
to Widen
Modern
new
business
Your
Appeal and
of Consumers
makes
for mushroom
product finds rivals full
single line dealer
who
Reach
would
New
Groups
competition.A
grown
over
night.
succeed
must
either
"
The
(1)
SELLING
have
stronger appeal
some
(2)
"
take
in
until better
and
national
He
substitutes"
often
know
We
""
He
results.
most
in
obscurity
above
form
and
of
favorable
spends
ways
buying
"
publicitywhich
mere
his
where
counters
must
clever
copy,
his distribution
wherever
the very
at
sat
lifted them
copy
develop better
beware
must
advertisers
routine
simplify buying
or
ness
weak-
some
single product manufacturer
study competitionand
habits.
advertising of
directed
better
The
competition.
buying hinges;
plans.
sales
of noted
23
LINE
which
on
in his
advantage
competing
Dozens
to
SINGLE
A
sells
fault
is at
salesmen
and
look
for
part of his appropriation to
a
his
his advertising apt.
prospects; he then makes
through ten pages of vacation resort advertising
run
deafening
a
attention
facts and
why
reasons
If your
names
will
we
as
product itself,
better than
enjoy
well
as
is
competition,success
offers apt
spot which
a
for
clamor
cutthroat
a
"
fix upon
stop and
to
"
of
array
outing there.
an
advertising,is
your
doubly
Whether
sure.
tages
writing class A, B, or C copy, make these advanplain decisive with the buyer. Give the prospect
tution;
for going out of his way
to resist substireasons
advantag
disfor making an extra expenditure to meet
a
"Accept no substitute" is a poor campaign
are
you
"
sound
backed
unless
motto
When
for
a
for
an
a
where
"opening".
widening the field
advertisers
products in order
time, to get
The
soap
up
rifle maker
maker
plans
merchant
location
with
up
such
The
of
are
to
above
a
new
a
store
is needed.
plan has
single product.
developing
increase
he often looks
business
a
same
logic.
sound
new
superior for
no
of
Dozens
for
uses
demand, and,
the field where
hunts
He
at
their
the
same
competition is
exploitsthe vacation target
pictures his product saving hard
tional
na-
gun;
work
hot.
the
in
24
WHAT
doaens
of
new
which
use
In
about
uses
buyer who
store
a
new
FLAKES
statements
as
the
made
BUY
house, office and
over-bought
city where
a
MEN
on
stocks
dozen
banks
a
singleline,found
a
further
published
institution
one
business,,
during a national
"this advertisement
;
a
necessary.
bid for
a
garage
convention
tedious
printed
:
Banking Accommodations
for Convention
We
Visitors
placing the facilitiesof this bank
tion.
specialdisposalduring the conven-
are
at your
For
have
any
to
banking
If you
while
transact
invited to
want
business
here,you
you
may
ly
cordial-
are
this bank.
use
to
or,
Change Money
Cash
that
would
ifyou
Learn
of Business
Conditions
Checks
Deposit Drafts
Get
for
the
Business
Outlook
Collection
of the Prosof Our
perity
Know
Buy
Traveler's
Checks
People
Any Other
Let
Banking Facilities,
or
This
advertisement
permanently
"Were
had
had
Transact
shown
rested.
of
nature
Others
services added
to
to the
a
as
store
on
appeals
uses
"
to
out
which
An
of the rut
out-sold
"
and
in the
hia
specialconveniences
banking functions
cident
ac-
his institution
inherent
were
he
who
many
prospect group.
this extent
of these
artificial appeals which
mmeh
revelation
a
appeals
of these
banking;
Requiring
You.
advertisingman
the real
Several
Serve
Us
in that bank's
lifted the
him
was
Business
were
petitors.
com-
and
outside
or
strengthened the pull for trade
the free premium or trading stamp strengthens
appeal.
SELLING
is
There
danger in outside
a
the
often
SINGLE
A
gives
Yet
advertisement
an
25
appeal that it
itself.
business
LINE
shadow
over-
artificial
the
the
just
may
clever
appeal
it
touch
requires.
Such
direct
the
fashionable
in its corset
the
of
buyer,
which
timely
and
are
If you
are
of the
a
of
few
a
of your
in
plans, handy
to
outdo
local advertiser
of
a
competition
place above
'
*
railroad
single line,service
Put
make.
can
his
tact
prospect
"
in
you
and
you,
would
had
and
he
know
uses
Focus
which
your
be
best
of
twitted
what
uses
might
clever
appeals
upon
points
were
to
finding
in
the
across
talk.
counter
he
protested
would
suggest
If
sale.
these
ton-
rival's goods,
your
supplied,you
close the
advertising on
your
advertise.
to
prospect
you
Let
single line is far from
a
more
average
your
that his ordinary
new
must
choosing the
If you
from
accuracy,
advertiser
national
The
your
courtesy, understanding of
in
promise-keeping.
advertising strongly reflect this spirit.
prospects,
your
fare
appeals which
competition.
outside
you
clever
complimentary
into'' business
strongest appeals
at
uct
prod-
some
discount
the
out
appeals
extra
repair agreements,
"read
been
one
the
competition
Premium
way.
"
closed
the intrinsic value
to
trade
appeal, worth, to
article. Any one
extra
an
price of
the
pects.
pros-
eager
later
was
headings will suggest
machine
buyers"
is
attracted
thus
gave
in
motive
the hosiery guarantee,
policies,
insurance
have
and
usually
special fitting service
gave
lift it above
will
packages,
to
times
ten
be added
can
and
and
service
five motive
the
store
Sales schemes
money
article which
an
Fitting
$2.00.
the
at
department
$22.00 for
at
appeal
extra
A
limit.
without
appeals are
points.
CHAPTER
Making
Copy
mail
STORES,
shopping
with
concerns
all
depend
the
Your
product.
to
from
already
awaits
drawing
A
featuring
custom
to
Massachusetts
of
sales
This
illustrates
dealer.
seasonable
and
grocer
The
market
result
man
for
tabulates
his
growing
shows
for
for
larity
popu-
others.
product
lines; to take
discontinue
or
watch
; to
mand
De-
leader
a
failing market
and
to add
goods
one
principal
The
big advantage of the varied
the
is free
He
of
store.
your
articles
some
developing
of lines.
article is to make
any
you
profitpercentage
a
hundreds
or
store
inducements
to
ing
keep-
upon
to
right goods.
the
department
keep
space
linked
are
dozens
kind.
every
for
or
If you
premium
or
fortunes
be drawn
for
reason
uses
the
for existence
public's taste.
qualities,new
Products
and
hardly give large advertising
can
on
the
Sell Store
order
center
up
IV
bargain lots,novelties
leaders.
This
condition
advantage
gives
the
over
advertisements
upon
offeringsand
service
articulated
It is upon
with
this
the
the
storekeeper
single product
sales
schemes,
covering
needs
policy
of
man
of
a
the
of
building
his
bargains, timely
variety of
his
tremendous
stocks
closely
community.
seasonable
advertising that
retailingis
most
hundreds
PRODUCTS
MANY
SELLING
Chartingthe
Appeal for Every
the Beat
"In
of
first-rank
a
alone, and
poor,
who
that class which
does
not
between
leaves
and
will
and
that
Another
ference
dif-
appreciatethe
Thia
merchandise.
quality
price for it;
desires
exorbitant
not
buy by price
must
class which
but
exclude
of people who
high-profitgroup
specialtyshop who judge qualityby price
small
but
"
often
are
fair
a
pay
cultivate the
and
cheap
and
good
great middle
the
us
Item
(store, "we
department
the very
consideration
from
ing
Find-
ager
trade," said the advertising man-
for
appeal
our
and
Advertisement
Product
Varied
to
the central
necessity figures as
by
curring
profits. Rebuying motive.
that contribute
items
of small
is steadied
business
The
built.
27
of sales people."
through the flattery
sold
department
store
Prices
Our
features
line the
in its head
phrase :
"Lowest
These
the
basis
correct
of
advertising mediums
which
tone
task
Just how
having
look
a
as
prospect classes,as
To
fix upon
reach
them,
buying
the
purchases and
to offer store
stocks for sale.
important this preliminary analysisis,may
advertising man
daily tasks
the best
"
he prepares
about, and
individual
peals
ap-
offering this is the advertising
the fact that the former
of these stores,
high class of trade, prospects with
The
your
them, locate them, find the
their varied
for each
from
judged
that
underlie
of copy
man's
be
policy.
store
of prospects, to list
groups
their
defined
have
stores
Chief Attractions."
a
leisure to
high grade of sales people, leaves its
merely
to
attract
prospects
to the counter.
price margins are close,
purchases small, shopping time limited by
and buying ambitions
closelyrestricted,de-
second
store, where
26
WHAT
mands
that
of
sale.
the
the
MAKES
advertisement
It
must
suggest
as
little
do
Advertising
The
By it
such
in
than
more
book
a
a
the
monthly,
the
package
of
volumes
in
books, as advertised
farm
the
paper,
weekly, the morning
news
for wrapping.
important place here.
an
the
as
quality arguments,
leave the low-paid clerk
up
has
purchases
many
publisher cleverly classifies his
fiction
monthly,
Chart
burden
and
that different groups
way
the
send
chief
the
carry
possible,make
plain the price
awaken
the impulse to buy and
to
BUY
MEN
literary
the
paper,
ligious
re-
weekly, the woman's
journal and various class
and
trade publicationsrespectively,make
the widest
possibleappeal to those who are
prospects for each.
The
advertiser
store
divide
necessarilymust
operator, office
of
chosen
few
a
strongest and
most
advertising manager
the
goods
same
as
he
that
refer
For
the
descriptive
copy,
not
way
he
as
dry
housekeeper,cook, launto the buyers of various
feel
need
a
for
does, varied
combination
his chart
which
according
of
"D".
prospects, he
In
need.
thai
As
he
Reaching,
may
of
ifchemoney
goes
on
motive
to
the
ties,
commodi-
descriptiveand reason-why
or
One
descriptiveand persuasivecopy, will pay.
ia regularly buying what
another
has never
come
a
pelling
im-
use
his prospects
as
expense
and
mulate
for-
class of
or
product.
new
ordinary
classes "C"
classes
leader
clever
and
novelty he will
for the
will advertise
outlined
to
appeal for each
featured.
do
or
distinct
address
representativeproducts
timely in appeal, the
will
best
one
be
to
or
do
and
clothing.
Having
seem
and
man
principle,but
same
his space
of it to the commuter,
sections
sorts
applies the
find
copy,
man
to
analyze motives, he will find
which
actuates
one
group
of
WHAT
30
contains
tisement
that
of
letters
circular
doctor
of his stores
then
maker
gets
His
place
the most
city. His
by citingto
this claim
up
of the
latest scientific preparations
street
advertisingespecially
car
service. Now
accurate
bargain, drawing card
unusual
a
consumers,
will be found
quick deliveryand
some
or
accessories in the
drugs and
remedies.
features
to doctors
assurance
arrival
BUY
MEN
strongly back
the
and
and
the
the nearest
at
complete stock
the
MAKES
on
the
card.
profit
or
however,
Always,
of the stores are played up strongly.
telephone numbers
Clever
and
the telephone calls
obliging clerks answer
and
are
given the salesman's
opportunity to play up
the
various
carried.
stocks
circulars
Similarly,the advertisingand
and
grocers
market
in
are
men
the
bulletins,telling of timely things,
of leaders
that
their store, instead
To
also
appliesto
department
leaders
of
to examine
such
as
canning
news
tunities,
oppor-
telephone call
the
curious
wishes.
salespeoplecan
general
store
to
tisement.
adver-
ing
the advertis-
says
illustrations drawn
to
the lines and
prospect
she
and
metropolitan department store;
a
"
each
of
chosen,"
are
and our
descriptionsworded
interest and curiosity
want
of
nature
of another.
the
"Our
director
up-to-date
degree this task of bringing in the caller
marked
a
will draw
of
to
After
suit her
taste
make
she
and
to
cite
ex-
prospectivebuyers
style of
know
"our
a
ing
garment, leav-
if the
enters
induce
details
the
store,
her
to
are
our
buy.
five
vertisem
adprominent Brooklyn store prints "a condensed
of representativebargains," with twentydifferent headings,under
each of which
are
given a
few
cleancut
and
take
A
solved
the
leaders
it from
problem
that will draw
subway
of
to
trade
top floor.
into the store
In
this way
so
multiplicityof offerings,
is
differ-
from
ent
of
that
PRODUCTS
MANY
SELLING
automobile
the
31
or
railway
or
soap
advertiser.
famous
A
merely
leaders
York
New
guarantee
as
under
leading paragraph
tremendous
that, without
way
appeal
curiosity and
to
"Better
"Numerous
and
extensive
their
to
whom
It is
store
what
either
must
merchant,
ture
the furni-
found
same
When
the
and
cross-roads
attracting
pilotall about the
up" one's casual
can
"think
the
the
for
folks
paint mental
in the
picturesof
as
Your
puts
no
do
not
advertising
goods
your
pects
pros-
needs'
Buyers
Your
day.
is
store.
Christmas.
prospect's mind.
hour
every
need
offeringsit
seasonable
foremost"
give
the
professional"announcement"
into
stock
your
foot
to
or
wish
definite
see
styles affording good
trade.
three
or
difficult to
bank
or
of
clerks
the
as
decide
to
two
its best
"putting
as:
by featuring specialties
stocks
classes
advertises
store
of
Many
lovely these goods are."
the baker1 have
even
suggesting
suited
a
strong
a
instinct.
in
all sizes."
in
man
the
up
lines
list,has
phrases
attractive
other
plays
broken
a
general store, the hardware
The
of
such
for yourself how
see
selection
and
bargain
the
with
descriptionsend
the
subheads
many
necessity of
the
few
prices a
''sample" offerings. The
or
"singles"
of
stock
features' and
store
bring
or
prospects to you.
The
mail
of wished
order
for
to your
and
the
"
offerings and
store
"
or
the
is definite
eggs" quotation
that
daily display of fruit and
store.
and
catalogue
These
build
are
the
business.
"
the
store
advertisement
resulting visit
as
definite
hangs in
your
as
of prospects
ter
the "butwindow
vegetables outside
advertisements
that
make
or
your
buyers
CHAPTER
V
Combining Appeals to Win
Average Prospect
in
partners
TWOarguing
over
that
the
that
buy men's
During
out
the
discussion
per
cent
followed
After
of
proprietors
one
that
to
into
come
He
women.
the
to
store
umbrella
had
sales
gone
their
handkerchiefs, 50
men's
underwear
and
overalls,and
and
collars
20
household.
per
had
sphere of trade.
In
been
of
per
than
more
women.
judgment
record, about
and
hosiery, 55
cent
of bath
wording
in
sixty
This
he
of
the
forty
per
cent
per
robes,
of
sweaters
shoes, hats, suits
of men's
for
store
haberdashers
on
cent
the
the
pulled
the
showed
to
were
generally bought
are
and
judgment
that, in
showing
who
partners
data
he
moment,
a
considerably
towns
of the
by
the
on
of
these
appeal
listeningfor
cent
the
partners claimed
the
also
dressed
ad-
copy
advertising expert happened
an
advertising
hundred
merchants
of
of
were
umbrellas.
book
over
"umbrella"
of
often
had
women
the store.
a
should
business
clothing
One
men.
advertisement
insisted
into
piece
a
strictlyto
men's
a
the
by the ladies
them
of
neglecting half
their
of
publicity,
their
actual
the
When
APPEALS
factorymanager
brings
addresses
he
executive
board,
He
the evident
meets
the
director
each
prejudicesof
paragraph,
paragraph by
work
you
to combine
projectbefore
a
separately.
strengthens
he
one;
his
hesitancy of another; he adapts his talk,
apparent
When
33
COMBINING
in
them
one
over
his
to
or
listeners.
personal letters
dozen
a
letter addressed
powerful circular
a
paragraphs must
of their restricted application. As you
be cut because
make
changes and widen your appeal, the letter
your
it loses
of its personal tone
and more
gives up more
depth, like a canyon-bound river emerging into a plain.
opinionated beyond
Prospects for your product are
varied beyond any mailing list.
executive board
any
ing
of your advertisement
The vitality
depends upon findto all your
of the best
prospects, many
"
"
"
the
greatest
and
motive
You
must
the
to
develop
do
not
few
of those
interest
2.
How
Too
If
his entire
the fence
you
questions of
sort
can
often
of your
You
an
of person
I compose
advertiser
prospect
corner
acreage
while
in the middle
or
must
interests into
If you
motives
attack
advertise
appeal
advertise
reach, you
you
sible
pos-
or
services that
advertisingis only
attempt to reach all,you
persuade. In preparing to
fail to
but
advertise,two
What
If
then
the average,
reach
1.
should
you
offer inducements
uses,
partiallyefficient.
may
"
man.
average
greatest fitness.
of
extravagantly.
and
feebly
that
address
appeal
a
prospect groups.
or
strongest possibleindividual
the
average
only
character, interest
"composite photograph
a
buyers and
combine
of
prospects
your
among
get
factor"
common
my
your
tremendous
importance are:
is my
prospect?
average
strongest appeal to him ?
who
is
believes he is
cultivating
merely hacking
competition has
of the field. The
a
away
four-horse
in
vator
culti-
first of these ques-
34
WHAT
tions will
MAKES
the advertiser
save
his best prospects and
who
not
are
him
from
may
class,by
The
of your
and
appealing to
second
many
question will
and
vent
prerating
over-
prospects by race, by wealth
by religion,
by trades and
sex,
by tastes, habits
or
from
ones.
your
by
age,
of
overlooking many
overlooking his best arguments
group
institutions
BUY
from
perhaps
prospects.
less effective
You
MEN
and
or
sions,
profes-
living conditions,location,
tion
associations,by positionin the distribuproduct as manufacturer, jobber,retailer
"
In
consumer.
clever
a
material, picture appeals
campaign
made
are
sell
to
mending
a
separately
the
to
the automobile
housewife, the plumber, the electrician,
mechanic
and
the cash
up
and
advertisement
The
also installment
classes of different
two
to
the tinner.
which
plays
pricescorrectlyappeals
incomes
and
financial habits.
furniture
store, the
The
multi-product factory, the
book
store and the druggist
publisher,the hardware
the same
them.
principleof analysis serve
make
How
A
to
certain
three
dealers
condition
on
three
men
farmers, but
introduce
had
but
that
his
years
had
to
they distribute
for
them
about
one
to be
the
used
plan
the
themselves
plan brought the
"
to one-year
as
wrong
to
farmers
implement
the permanent
abandoned.
was
favor, not
right idea
to
duce
intro-
the manufacturer.
to
sent
to
best
to
and
complimentary.
year
placate grumblers,
the
wished
who
propositionto the
low bulk
a
price
mailing lists were
After
and
annual
states, made
farmers
The
Average Prospect'sWishes
Buying Power
manufacturer
Northwestern
a
of
Your
Study
can
to
reach
jolly" bad
renters.
The
plement
im-
the best
accounts
The
ufacturer
man-
classifyinghis trade,
list.
COMBINING
35
APPEALS
the market
on
addressing machine
putting a new
his prosstudied and subdivided
advertisingmanager
pect
In
an
field with
striking
lie
success.
consulted
Dun's
's,sent out circular letters,
appealed to
trade
publications; and through perhaps a hundred
channels secured authentic lists of municipal and county
and
Bradstreet
hardware
bankers, merchants, manufacturers,
officials,
and
men
Moreover, he
analysis of
Such
the
details
ingenuity. Statistics from
of
possibilities.
is
prospect group
your
the
just a
tion
ques-
down
census
give
important in your advertising. The
visit to a typicalsection,a test campaign
basis,an analysis of the sales records and
facts that
are
a
or
in
cleverly devised
typical counties, has
not
characteristics of every
man
turn
may
merely
advertising
tests
propositionand
set
twenty
his chart
paign
cam-
cent
per
in copy,
profitablefor
years.
the
tising
adver-
a
up
will result
which
mediums
build
and
respondence,
cor-
studied
and
a
on
wrong
important class,the clever
to
man's
sales-
letter
circular
campaigns right, but has often added
to a successful
efficiency
campaign.
Having located your prospect groups
of
prospects
appeals for trade.
of each
business,
strong group
into
went
of
classes
addressing problems and
its
studied
distinct
other
make
he could
to whom
local
of
scores
series
a
sales
Giving Your Advertising Campaign the Composite
Appeal That Reaches Various Buying Groups
Those
appeals which
prospects may
be combined
distributed
throughout
or
A
telephone
definite
day
the
to reach
are
into
a
aim, covering its field
copy
reminds
the
important
single advertisement,
campaign.
gives
company
a
all your
each
advertisement
by
group
business
man
group.
of
a
One
telephone
36
WHAT
conveniences.
a
MAKES
it reaches
Again
the sales manager
suggestion of the sellingpower
the
to
comes
a
reminder
that
long distance
appeals
the
reaches
motives
It makes
its
The
rancher
salesman,
of
a
with
the
over
matches.
It
it
shopping,
through his
of such
and
tender
most
There's
You
Are
A
Farmer
of
nubbin
fertilizer increases
enables
to prove
to
and
corn
reads:
How
!
it is Done?
increases your
commercial
you
judged
addressing machine
the Reason
addressing machine
Our
the
be
may
Difference
the
Telling
appeal
copy
a
Know
You
in
in
The
shown.
are
farmer.
the cotton
directness
a
ear
of
traveling man
a
It
of fire,sickness,burglary.
utilityin case
to the apple
specialappeal separately even
power
big
telephone.
bad-weather
house
with
installation
train-load
a
typical advertisement
above.
campaign, mentioned
by
the
for
of the
the wheat
grower,
the
rainy day
one
wires, sold
man
its
"
follows
It
housewives
to
of the
executive, urging
private exchange.
a
BUY
MEN
sales just as
It
crops.
the farmer's
and
farmer, fruit grower
every
truck gardener in your sellingterritorythe profitsthat
fertilizers are
making for his neighbors.
your
Here
is
sales
your
method
Here
"
is your
already proved practicaland profitablefor
of your
most
prominent competitors.
This
varied
was
prospects
copy
staggering in
argument,
that
so
work,
an
reach
to
with
appeal
was
every
the
system
by 28
its close
personal
important
smallest
made
you
peal,
ap-
of
group
efficient total
which
of
able
swept the profit-
prospect horizon.
It is easy
different
to
aim
class, but
each
there
particularpiece of
is
a
danger
to
copy
be
at
a
guarded
lutely
the
at
MEN
BUY
In
mercy
of
The
reminder
bull's-eye appeal
life
insurance
wife,
advertising
man
its
was
results,
in
The
of
WE
and
the
Have
and
for
better
that
been
or
the
Shall
That
become
we
and
to
interest
simple.
grow
folder
first
have
sideration
con-
reads:
Them?
Dispute
while
a
we
copy
with
the
parents,
without
thereon
action
and
talk
of
appeal
of
story
It
gets
back
to
the
the
away
the
are
become
years
That
we
meeting,
we
must
the
are
be
earnest
request
evil ways
we
passed
and
by
a
hope of the State
and
ped
equip-
that
it advisable
that
mission, in
our
be presented as early
they give attention
delay."
will
phrase-making
from
advertising
like
advertisement,
reporter,
from
into
for
us
resolutions
of these
must
educated
of life render
to
exemplary
will influence,
be good, ana
we
be led
we
qualify
yet helpless.
smart
returns
average
and
up
coming
associate.
we
our
take
high
universal
fatherless
further, That
loud
Mere
to
in the
the uncertainties
further, That
mothers
insured, to enable our
be
"RESOLVED,
thereto
That
the people.
That
future, and that we
are
we
for the
guaranty
before
work
us.
fathers
be,
expected
are
and
self-reliant,lest
strong
last
And
at
our
unhappiness.
so,
the
vote
following resolutions:
"RESOLVED,
may
we
parents.
with
whom
be
also
its only
for the
event
our
those
worse,
must
"RESOLVED,
our
that
told
like
women,
we
and
bring
About
by
THE
consequent
unanimous
as
judged
appeal
Who
Spoken.
which,
that
The
one
our
have
We
men
the
faces
baby
but
PEOPLE"
We
here and
society is going to be better or
are
We
had
consulted.
not
we
option in the matter,
no
were
coming.
knew
and
when
first thing we
the big world
we
saw
opened our
was
eyes
And
then
said goo,
and
said goo,
the
and
somebody
that's
we
people.
talking.
we
got started to thinking and
way
ARE
for
The
the
versal
uni-
a
husband,
children;
the
universal.
well-nigh
the
to
appeal
an
all households.
People
worse
found
is
your
might buy.
who
man
appeals
to
that
things
these
every
folks,
old
has
photographs
to
have
we
the
to
of
none
and
the
are
fire.
policy protects
insurance
to
MAKES
WHAT
38
the
is
big,
fanciful
deepest instincts
of
men
The
copy.
the
human
clean-cut
and
and
not
the
women.
and
natural,
un-
nt
(ill
II
Part
NOVEL
WAYS
REINFORCE
TO
YOUR
COPY
ClinchingSales by SpecialAppeal
ARErecord
sales
your
plan"
your
successes"?
of "near
campaign, a
ness
straightbusi-
your
copy"
Does
your
Does it attract
offer get inquiriesbut not orders?
Does it tantalize
part of the trade you ought to reach?
only
profits"?The rightsales scheme
problems.
"almost
with
you
will solve these
department store jogged along for seven
years, barely
alive
its
section
haberdashery
by
keeping
space favors in
Then
the advertisingmanager
the daily newspaper
page.
sales
scheme
of
interesting
a
something new,
thought
and different from
competition.
A
"
plan cleverlyemphasized
The
quality in men's
It
wear.
demonstration
store
caught
increased haberdashery sales
the
two
over
of
publicfancy and
hundred
per cent
weeks.
in two
Somewhere
which
take
a
in your
base
can
you
the
ment,
a
business
a
new
there
is
an
advantage
advertisingappeal.
This
on
may
clever picture or phrase, an induced
hinge
buying convenience, a guarantee. It may
form
of
a
ordinary arguments of price and quality; or it may
prospect groups, limelightnew
get the attention of new
for your
uses
goods, sell half dozens instead of singlesor
win the confidence of a suspiciouspublic.
on
the
The
loss
from
your
clever advertiser avoids
or
eat
the future.
sales needs, and
sales
the added
" II
up
sales schemes
The
it is
by
best
a
sales schemes
close
study of
trade, that you
plan
your
appeal your business demands.
and
that
can
occasion
develop
your
come
copy,
upon
IIB
in:
nil
WHERE
THE
Product
with
Strong Natural
Easily Shown
Most
Specialties
Copy,
as
Strong Selling
Easily Shown;
with
Product
Not
Appeal
Quality
as
of
Those
Product
Has
Similar
Are
or
Get
Attention
To
Emphasize
Curiosity Appeals; Plans to
Reach
Prospects at Special
Time
in Special Groups
or
Demonstration,
Proof,
Sample,
Illustration
or
Appeal
Main
Small
too
To
Add
,
Special Service, Premiums
Secondary
Appeals
to
To
and
Increase
Pay
to
Profit
'
Sales
Size
of
|
Unit
"
Inferior
Competition
Prospects
Suspicious
Has
Free
To
Prove
Claims
Urges
Reason
Purchase
Immediate
a
or
Offerings, Discounts,
Facilities
Advertising
To
Increase
Attention
Reasons
Seasonable
Goods
Sell Goods
to Meet
Cash
That
Especially Desirable
Values A
Must
and
by Business
Convince
of
Sales
Get
Bring in
Special
re
Offered
As
Above
for
Skilful Purchasing
Occasion
Financial
for Reduced
Groups
A*
of
Above
Prospects
Sales, with
Special
Acquainted
Bargain Prices
Purchases
Groups
Sell Jobbers'
To
As
Above
Bargain Lot
Manufacturers'
Evidence
Clear
Left
Away
To
Cash
Convert
on
Slocks
Account
Business
Overs
or
Above
As
Change
Above
the
at Reduction
Change
Reductions
with
Lots
Sales, with
on
Cost
of
and
Storing Goods
Carrying Them
Business
Into
of Some
Sales
That
Based
Reductions
As
Lines
Discontinued
Suited
to New
of Propects
?.-
Bought
Were
Clearance
To
on
Special Purchase
or
Reasons
Prices
Get
New
Reach
for the
Sales, with
Income
Genuine
Demands
To
Buying
Seasonable, Anniversary and
Holiday Sales,with Specially
Quick
to
and
Terms
Premiums,
from
Orders
To
and Special
Goods
Feature
to
Buyers
ortoSecure
ten
Bigger Percentage of
Store Visit
Discussion
Dissatisfied
Bring in Customers
MoreOf
Back
Trial; Money
Your
without
To
no
Inducements
Guarantee, Special Price or
Based on Purchase
Premium,
of Larger Quantity
Made
Where
SCHEME
SALES
Guarantee
Sales Unit
Whose
Where
OF
Lines
Competing
Been
To
Prove'
Proved
Have
Alone
Insufficient
SCHEME
Natural
Whose
Product
Appeals
FOR
SALES
Durability
or
IN
FITS
BASIS
Selling Appeal
in
SCHEME
OPPORTUNITY
PROPOSITION
SELLING
SALES
over
Sales,with
Based
on
Ne-?
cessity of Quick
Conversion
of Goods
Cash
into
This chart suggests some
of the specialopportunitiesand uses for the sales
scheme
in an
advertising campaign.
hundreds
of specific
There
sales
are
which
hi;
fall under
the foregoing heads
hi
VI
CHAPTER
Putting Sales
about
know
CUSTOMERSthey
feel
and
that
get them
interested
heavy
reduction
in
advertiser, national
but
to sell
proposition and
or
The
in
quicker
and
more
a
owner1
Texas
They had
had
"If
had
and
we
could
in this
demonstrate
and
a
disadvantage sometimes
The
Sales
remedy
schemes
the cleverness
action
were
every
it is
for
a
meant
not
ideas ;
of your
'
selling appeal,
attractions,that it will get
from
buying public.
the
of
closeted
a
are
by
'
any-time-is-good-enough
* *
an
extension
a
in
real estate
their
concern
private
twenty-acre suburban
of
street
car
office.
tract ;
service
to
the
begun development.
get the eager
city
what
except
event
merchants, but
unusual
just purchased
an
store
sales manager
city
secured
ground
and
any
strengthen its main
so
it with
endow
so
I
local.
or
to take
"
time.
a
sales scheme.
goods
store
it just any
town
impress the public with
to
in my
I carry
price."
only by small
well-directed
Copy
buy
in
indicates
complaint
felt not
what
can
can't
This
into
Schemes
and
we
forty-three
attention
of every
it long enough
hold
offer,I could
lots in two
41
sell those
days."
to
pect
pros-
tell and
three
dred
hun-
COPY
RE-ENFORCING
42
The
"
smiled
owner
There
to be
ought
the
curiosity and
can
read
The
at the
enthusiasm
'
scheme/
a
attention
get the
sales manager
went
' '
he
reasoned, like
with
the
scheme
phrase
finallyused
as
that when
so
To
was:
rapidly but quietly and
work
the
their earnest
down
be
one
maturely
pre-
in
money
as
preliminary
single exception to
no
could
sales
booth
pull a
and
lot desired
any
a
The
get everything ready
to
on
to be made
preparationwas
would
stake
a
osity,
curi-
push the development
pistolflashed,the buyers
tag from
numbered
excites
advertisingidea.
the
came
osity"
"curi-
the word
provided no
"
'
of the bag/'
lets the cat out
"With
who
one
every
"Nothing
secret
a
will fire
he, "that
of
ager.
man-
find the scheme.'
away
buzzing in his brain.
' '
said
advertising. Let's
our
of his sales
the tract.
on
pay
The
secretlyas possible.There
advertisement
of
except
"
publicitywas
which
in preferredpositionfrom
advertisement
an
ran
August first,
nearly until the sale opened on Labor Day.
This
advertisement
was
merely a picture of a cat
struggling to get out of a bag. Day by day it clawed
The
its way
sale the cat
the top, until
to
nearer
of the
out
was
in all the local papers,
On
for
the
getting to
trips on
the
the
wondering about
bag with double
tract
new
all the worth-while
to
days before
page
the
spreads
announcing the sale.
street
new
few
a
no
plats, circular matter, instructions
date
same
the rule
the
car
tickets for
and
line
first
carefullyissued
were
prospects who
the
had
strange advertisement
for
days been
in the local
papers.
The
had
on
success
of the
sales
planned it. Sunday
choice
lots; upon
a
scheme
staggered those who
evening people began
signal given
at
to camp
midnight, people
SCHEMES
filingin
came
with
announcement
THAT
tags, and
half the lots had
than
the tract
How
sales scheme
functions.
The
Rounds
real estate
felt
He
attention.
demonstration
for
choosing
product
;
touch
the
he could
get
follow.
The
sales
re-enforce
which
instead
of
copy
the
to re-enforce
particularmotive
disadvantage
a
"A"
Class
descriptionand suggestion
; to emphasize your
of
ease
the
another; sales
without
doing
the
cleverly advertised
the
as
in your
guarantee and
proof,your
that
sure
was
buy would
feel in
a
twenty
some
viction
interest,confidence, con-
brand
one
sales schemes
; to
of
more
provided
premium,
emphasize
the prospect should
and
Appeal
solely attention-getting. But
the
or
that
schemes
morning
next
Plan
or
that
sure
schemes, such
sales
Sales
close sales
scheme, therefore, was
reasons
more
received
money
the
manager
the decision to
and
Out
fillone
may
force of his offer would
are
that
papers
sold, earnest
Completesthe
there
morning
am
m.
sold out.
was
the Clever Scheme
The
forty a.
By eleven o'clock the
cash balanced.
and
been
43
twelve
at
to the
sent
was
PULL
buying today.
^
mail
A
for
order
machine
rival
mention
of
had
such
as
"But
cut
years
get nowhere.
to
for
and
them
to
demanded
house
found
"I haven't
^
putting
guarantee
so," said
the
wrathy
grew
proof,
give.
absolute
owner
making
been
farmer
market
disreputable
pieces. At the
difficult to
thousands
I'd let any
sixty days and
"Tell
confidence
a
a
'
separator is right,' said the
advertisingmanager.
for ten
district where
a
experiencesand
the distant
our
to establish
separators the farmers
cream
their past
seeking
was
separators in
cream
over
house
into the
try
it to beat
out
to
his
machines
business,
the machine
the field,"
advertising manager.
RE-ENFORCING
44
"Tell
them
what?"
"Tell
them
that
days' free trial.
faith
more
The
expect
machine
your
will
gladly ship
your
farm for sixty days.
understanding
"keep a record
do
of the
make
other
any
any
other
better
work,
machine
and
needn't
just
Give
it the
of
amount
hardest
it to
back.'
ours
the
us
in cleaning
think
can
If, at
as
paid
us,
and
the
the end
separator,
our
unless
in addition
you
wish
you
at
to;
send
once
will pay
"
all
amount
back
to
station."
That
the
for sales
on
The
same
which
men's
twist.
but
other
of sixty
and allow you a reasonable
freight both ways
for your time in repacking it and hauling it
the
of.
much, will
'Buy
"by freight. "We will
us
other;
any
consumed
is:
reason
of
kind
get from
you
satisfiedwith
on
you
cream
to you
try it
and
operation with
advice
not
all money
set it up
you
comparisons
our
tell
even
return
back
that
separator
our
machine, sellingfor twice
send
are
you
that
of running, time
ease
compare
days,
Prove
absolute guarantee
any* size of
it in actual
test; compare
"If
the most
up
you
the
"
show
to
faith in it."
with
each;
do.
you
sixty
on
prospects
your
than
machine
follows:
as
a
the
ship
advertisingplayed
new
"We
will
you
Don't
absolute
have
you
in
COPY
on
scheme
the
put
each
the average
If your
an
-t
This
guarantee
pair in
;
a
individual
sales
unreserved
scheme
was
box
at
was
evident,
once
guarantee trebled.
money-back
plan increased
hosiery.
The
home
struck
also
had
not
on
for
back
guarantee
given
of
fiftyfold
another
a
a
cern
con-
of
its
clever
single pair;
six,thus increasinglargely
purchase.
advertisingis getting results,but at
prohibitive cost, it may
possiblythe redeemed
almost
by
a
46
RE-ENFORCING
Proofs
of
rebuilding were
itself used
and
masons
language
into the advertisin
cleverlywoven
in the
Sketches
copy.
carpenters,
COPY
newspaper
plumbers
technical
at
consistingof a hammer,
Rebuilding Sale tag, were
work.
souvenirs
saw
to
a
distributed
by
hundreds
"You
have
people. One
heard
of, and
Sale
because
and
trowel
or
of the form
of
it will
of what
copy
Tiny
attached
and
worn
letters read
interested
are
The
trades.
these
to
showed
copy
in
building
Re-
our
to you
mean
:
sonally,
per-
Active
rebuilding begins
next
week, and to celebrate the occasion we are going
to hold a great Rebuilding Sale, opening April eighth.
tlOn this date the contractors will take charge. Many
on
departments will have to be moved
five minutes'
notice.
With
our
mer
spring and sumgreat stocks of new
suitable
another
merchandise, and unable to secure
building,we are helpless but one alternative remains
customer.
our
as
"
TO
SELL
THE
"
MERCHANDISE
AT
INSURE
MOVEMENT.
QUICK
reductions
will prevail in every
saving will be here a-plenty."
store's
from
statements, came
in business
over
Tempting pricesand
department
general public, convinced, of
The
the
ran
miles
than
more
TO
PRICES
the
and
truth
and
around
money
of
the
the
crease
in-
twenty-fiveper
cent
previous April.
to Direct the Sale Scheme at Store Needs,
Advertising
and Handicaps
Opportunities
A
sales scheme
may
only touch
not
for
uses
emphasize new
establish the reputation of
purchase and
may
also
introduce
A
new
Indiana
him
to
new
groups
store.
He
found
a
product;
an
of desirable
advertisingmanager
that
had
a
motives
new
taken
for
it
but
advertiser and
prospects.
charge of
majority
an
of the stock
SCHEMES
nationally advertised
was
of
the
47
goods, yet the untidy
its out-of-date
and
store
PULL
THAT
ance
appear-
had
ways
lost it
prestige.
The
lines
of
guarantee
a
From
stood.
secured
the
the
display of
and
booklet
size.
If
advertising in the
high quality,and
link
to
the
the
it."
magazines
satisfaction
of
best
appeal
or
the store, but
the town
without
than
telephoning more
Preliminary
to
choosing
the strength of your
know
secondary
appeals
of the
scheme
advantage of
products
or
are
your
need
you
goods with
none;
of
whether
money-gain,
your
throughout
scheme
the copy.
dealer.
sales
a
determine
to
scheme
find what
the
acter
char-
compare
the
the disadvantage of other
to
emphasize
of your
or
of
housewives
appeals and
pride
attention, develop interest
Choose
one
whether
"
positionof
goodsithey wished,
necessary;
point in the construction
motive
main
It went
goods with
the
devising
or
of
the best store.
for the
the
produced
re-
that this
back.
re-established
get exactly the standard
to
the
guarantee
a
and
graphed
photo-
booklet
showed
was
dow
win-
it in
The
;
he
thirty-two
a
see
money
it convenient
made
store
a
he
nationally advertised
merely
not
of
you
best magazines, the best homes
The
get
have
we
This
cover
advertisements
best
arranged
next
title,"Did
did,
you
the
the
advertisement,
products.
as
the
the seventeen
on
He
the seventeen
under
magazines f
attractive
an
reproduced
which
manufacturers
seventeen
electrotype of
page
for
idea
quality
of
magazine
seventeen
upon
appeal for high class trade, and
an
each
an
standard
page
of
the basis
as
fixed
advertising manager
new
an
product, to
or
intricate
reach
caution; whether
or
accordingly and
get
quick
give
it
the
to
action.
emphasis
CHAPTER
How
Use
to
Pictures
the first advertising copy,
most
attractive
appeal
is the
to
read.
and
Samples
slowly ; words
their message
give up
PRINTED
speak inaccurately.
pages
VII
Picture
but
writing
only
not
is still easiest,
quickestand
Stronger yet in advertising
tion
convic-
sample, carrying proof and
actual
was
propertiesof the goods.
The
mere
attention-gettingpicture, however, is too
used where
the illustration might easilytell
commonly
something definite and attractive about your product.
whose
A man
mands
ability to judge advertisingcopy comthousand
dollars a year says:
a salary of ten
sense
Approach the picture question by the common
vertise
adroad.
Know
first what
do for your
the picture can
Figure the cost of the space it requires.
Then, ask yourself; Is the work this picture does worth
is
for it?' Your
the price I must
advertisement
pay
salesman
help
your
; the picture that goes into it should
of the various
"
*
of
do the work
because
he has
that
he knows
and
of
to
will
how
a
salesman.
a
good
Do
pick out
bring their main
prospectivecustomers
a
your
the strong
48
trade?
to
solely
he has
points of
sellingappeals
with
salesman
? Because
appearance
favorably impress
to
hire
you
ners
man-
Because
your
goods
the attention
the skill that
sells?
You
AND
SAMPLES
he combines
all three
PICTURES
hire him
because
afford
can
you
of
because
points of
to
third
the
goods
your
value
to
Make
your
it make
sellingappeals of
Sometimes
"We
piecesof
country
appeal.
with
scene
within
are
enabled
to
us
Motorcycles
offer
a
easy
the
at
a
lower
"
"What
considered
we
that
we
swamped
had
not
with
better
of
chine
ma-
country
of immediate
ing
letters demand-
sacrificed
quality.
advertisingexpert. His advice was:
is right, but the copy
idea behind
your
copy
consulted
'The
were
we
season's business
illustrations. Instead
as
sales,we
reassurance
up.
price.
advertised, and
prepared on the appeal,'A
series
price'. The same
used
were
increased
was
cream
lower
at a
of the next
competitorswoke
strong copy
well
time
before
our
spots
reach
superiormachine
by this
were
'Such
as:
by motorcycle\
however, improved factory methods
your
skim
"I
of the
headline
such
some
expected to
scenes
perience
through costly ex-
who
picture,said:
making the
motorcycle field,
short time ago,
A
has
pioneersin the
first
still a curiosity. Our
when
they were
a
copy, which pulled well,represented pleasant
machines
' '
main
pulled well loses
phasis
marketing conditions requiresem-
were
this
convincingthe
ling
StrengthensYour SelAdvertisingCampaign
motorcycle manufacturer,
has developed the use
A
as
in
other
some
on
Your
Fits
Change
its force.
of it that
Demand
its space.
illustration which
an
Space is costly.
copy."
your
and
Points
strong
its chief money
salesman:
Illustration that
the
Finding
presents the
vivid,more
clear,more
more
he
selling force.
picture earn
salary chiefly
the skill that sells.
with
is in its
you
but
qualifications,
unusual
an
because
"
like the
picture is
''The
him
pay
49
an
50
RE-ENFORCING
does
play
not
Throw
and
page
bargain appeal convincingly.
pretty picture it takes up half your
up
your
your
away
tells
"
story which
a
Replace it with a cut
features that make
talks about
The
advice
before
the
his
it
superior machine.
a
why.
for
proof
of your
followed.
It is
skim
the
to all of us.
motorcycle.Lime-lightthe
show
was
did
of your
familiar
now
let your
"
the cut
to
is
riding qualities
easy
convincing and
back
COPY
Your
Constantly refer the reader
claims.
up
'
"
of many
did
"
season's
facturer
manu-
business
by reclassifying
so
his illustration
existing
an
by reducing his price within
reach
prospects.
eager
"Whatever
up
this
historythat
of that
cream
competitors woke
opened
this
make
cut
picture needs of his copy and changing
from inspirational
to descriptiveto meet
demand
copy
the
of your
special appeal
particularfeatures
or
inducements, services
new
qualities,
or
uses,
copy
whether
"
lack of
disadvantage which
the
and
premiums
lime-lightthis point as strongly as
product entails,
possiblein your illustration.
An
of electric motors
Indiana manufacturer
effectively
used two picturesin the same
advertisement
to market
your
a
class "A"
product.
strugglingto
the
other,
power
Thus
a
The
fly-wheelof
the
crank
first picture showed
starting
man
by throwing a
a
picture,or
a
with
of
chain
headline, challenging the reader
to hard
due
and
the many
flash of
all
Every
wasted
appeals which
of
equal
fingers.
pictures, serves
consider
time,chances
spring to the
as
a
tages
disadvanof accident
mind
at the
clever sketch.
a
Illustration
among
work,
two
to
men
big gasolineengine ;
electric motor
an
switch
a
two
gives the
reader's
possibleappeals
advertiser
has
some
imagination full play
goods possess for him.
virgin prospect field or
your
"
PICTURES
perhaps
some
occurred
product which
buyers, and which
to
demand.
for his
use
new
51
SAMPLES
AND
means
A
him
"Not
heavy loss
a
on
a
certain
long ago," said he, "we
clothes
sprinkler.
Just
when
had
we
had
sold
of ten
which
use
new
product.
article had
The
extra
town
a
yet
not
tremendous
a
department store dealer in
thousand, pictured in his advertising a
saved
has
a
run
merit
on
without
petition.
com-
sand
thou-
three
than
more
novel
a
of the
buyer grew oversprinklers,however, our
enthusiastic,and, at a specialdiscount, took thirty-six
hundred
the
and
town
fell
soon
Naturally,we
more.
surrounding
off,and
it looked
had
stocked up
practically
trade
territory. Demand
as
if
the
sprinklersuntil the other stock
"One
down
morning on my
way
using one
happened to see a woman
flowers
the
water
flashed to my
mind
would
use
that
the
laundry
newspaper
with
caught and
have
you
have
the best of
your
soon
sprinklersto
window.
new
uses
these,and
Photographs
caught by
it may
which
spot-lightthe
reached
of articles whose
are
our
our
'
given class that
a
a
by
use
new
new
message
the old
main
study
be put.
Unique Advantage Gained
of Camera Made
Copy
camera,
where
lady using
a
shelves.'
our
advertisingwill speed
the
new
tising
plants. Instantly the adver-
cleared
to
the
headed
we
once
of
sketch
"
picture
families
many
At
out.
The
problem
thoroughly worked
prospects never
Proof is
be
house
however, I
town,
of the
out.
wore
supplied their profitabledemand,
product for
reach
so
a
of them
to the
answer
is sent
her
front
prospects in
make
copy
her
the
work
sprinklerupon
If you
in
to hold
might have
we
your
Choose
tion;
by illustrathat will
appeal.
by
the
Use
sellingappeal
can
strong in convincing power.
COPY
RE-INFORCING
52
The
average
instantlyfeels that the
person
exaggeration and
exist.
may
A
department
in
his trade
fast
in
a
run
the
on
photograph
The
realism
and
features
' *
tone
of
he
believed
This
deserved.
displayed.
of distinction
camera
photograph
resulted
the actual
When
effect
which
' '
We,
advertisement
your
said the
for
conviction
re-touching will usually bring
on
to
was
exclusiveness.
and
carries
copy
not
was
and
prospects, the
to
to
himself
selling points it displays. Skilful
whatever
work
that
coat
shown
a
well-known
was
special advertisement
styleof
was
the coat
lend
a
pictures
up
twenty-fivethousand, had
its merits
in
made
confidence-gettingpower.
who
overcoat
an
as
reproduced
was
in
manager
of
in
photographed
selling as
store
town
a
drawings and
weak
are
fects
de-
honestly reproduces whatever
Wash
hand
the other
on
nates
elimi-
camera
camera
the strong
out
hinges.
of
advertising manager
cessful
highly suc-
a
department store, "use illustrations of
leaders'
because:
timely goods our
our
most
'
"
"1.
The
"
of timeliness
element
in
pictures,itself has
value.
high attention-getting
"2.
that
illustration
The
the hurried
"Where
the
sketch
simply
outlines
pin
not
and
perhaps, unfavorable
but
leaves
her most.
out
to
a
This
mental
wants
her
at
to
the
down
in
read
our
speed
whatever
gowns,
general
ance.
appear-
to
specific,
one
the gown
details
shown,
please
pictureis copy describing
helps her pleasinglyto fill
the
further
picture. The whole effect of
impress upon her that we have
her
the
in certain
and
cut
woman
with
appreciates.
conceptionof
Accompanying
is to
she
free
her
gowns.
her
reader
newspaper
style is all important, as
It does
many
tells its message
price. This
store, which
tisement
the adverthe gown
impression strongly
is my
chief task.
tracts
at-
54
RE-ENFORCING
impossible for
it
make
and
colors
color
and
Only
exact
the
A
in
color
samples
of
to
me
exactly the
gauge
the
in
dealer
that
liberallyfrom
'
He
put in
especially to interest them.
He
featured
written
One
letters and
circulars.
interview
in
colored
him
made
nominal
a
of
the
a
four
selected
invitation
to
list of
to
wrote
for
merely single factors
The
of
united
strongest effect
linked
most
the
together
"
interest
importer, and,
plates each,
mailed
colony
display
selling appeal of
when
co-operating
important selling points.
with
samples,
an
the
came
be-
are
coupon,
advertisement.
all of these
in
were
rious
headline, va-
and
matter
room
the
patterns.
otherwise, and
reading
inspect
summer
its exclusive
them
engraved
an
and
room,
which, together
comes
a
which
number,
He
patterns.
display
or
jobber
rug
color
this merchant's
Illustrations,colored
up
felt any
the
hundred
a
the
and
widely known
make
granted
the rug
to
rug-lovers in the
paragraphs
hadi not
prospects, together with
call at
respond,
respond.
original.
beautiful
most
well-
to
beautiful
very
cost, secured
originals. The
quick
a
the
see
the merchant
once
at
to
eager
nor
line
in the
his rugs
he
receiving,from
of
reproduction
that
salesman,
rug
after
line until
the
At
the
to
high-grade
a
they failed
But
bought
prospects with
his
day, however, he recalled
an
to
bombarded
; he
covered
dis-
town
colony*
Boston.
local newspaper
made
be
coast
"summer
neighboring
a
returns.
costs.
Massachusetts
a
the
comparison
can
higher
and
selling appeal,
increase
should
work
returns
greater
has
product
tests, however,
furniture
rugs
of
values
samples."
Wherever
by
COPY
emphasis
factors
are
upon
the
Ill
III
Part
THE
WRITE
TO
HOW
Get Greater
to
comes
and
in
playing
LAYOUT
persuade the reader
by manifold
unfavorable
distractions
copy
THE
Pulling Power
ADVERTISING
bound
but finds him
If your
ADVERTISE
MAKE
AND
MENT
and
III
to
object.
to be successful
layout are
in
tention,
gettingat-
interest,in carrying the logicof the
up
purchase, getting the confidence of the prospect and
of these
the sale,then everyone
the
Good
buyer
must
copy
is
down
be torn
an
of
ing
clos-
opposing impulses in
overmatched.
or
cord; if you
unseen
buyer enough strands
wind
can
positiveappeal
"
about
if you
the
bind
can
forces, you
buying influences stronger than any opposing
will pull him
from
his aloofness and
away
bring him
in
him
With
with
willingsubmission
headline
your
loop of
a
you
strength
adds
that
now
"
about
hold
him
the firstslender
that will endure
follow
must
to
appeal.
to your
throw
you
influence
your
Quickly
this with
rapidly match
The
stronger strands
stant.
in-
an
every
peal
ap-
of
you
must
positivesellingforce.
the knowledge
advertising expert, therefore, welcomes
of every disadvantage in his propositionand every
favorable
unattitude
can
but
tion,
grip. Against inatten-
your
lack of desire,ignorance habit, economy,
foresee all such
strand, and
make
in his advertisement
" II
buy,
tions
inclina-
reasons,
its
to
in his trade.
Just
forces, can
he match
that the
sure
is
on
the
in
balance
proportion as he
them, strand for
of
pulling power
right side.
IIB
IBS
in:
=3
HOW
HEADLINE
THE
ATTRACTS
READERS
ED
Headline
Because
Displayed
Attention
and
"ina
Prominent
perly
Pro-
Gets
Advertisement,
Instantly Conveys
Physical
Its Idea
m
2A
If This
FAILS
He
TO
Will
Idea
If This
INTEREST
Give
either
To
Something
Another
in
or
Subject
Reader,
He
Will
m
LIB
To
Page
INTERESTS
Reader,
Attention
Idea
Read
Else
ANTICIPATION
Advertise-
ment.
Back
Further
Illuminate
with
That
Copy
Headline
Will
Idea.
to I
m
If
Anticipation Is Not
If Anticipation
Realized
Realized
in
Copy
\5\
Advertisement
Reader
Conveys
Will
Advertisement
to
Reader
Another
Back
to
I
The
well-chosen
straightrcute
ways
All
headline
with
a
to
chance
Your
Purpose
Liof
Accomplished.
1
".
~
(steps1
and
Is
Copy
Read
Idea.
Headline
I
in
Is
takes
the reader
advertisement
by the
round-about
step that the attention will be lost
into
your
5). Less significant
headings involve
at
every
III
VIII
CHAPTER
WHY
into
time
the
sales talk is
whose
of
First
The
quality
of
power.
The
has
sort
illustration
with
belongs peculiarly to
certain
a
prominence
question
of
halting the reader
and
everything
give it a unique
over
the reader
instantaneous!
'
"picture writing.'
which
headline
action
that
There
is
worded
a
copy
chance
a
as
specialvalue
has
giving your
line
head-
attention-getting
certain
a
tion.
get atten-
give your
something which
the
command,
a
or
a
challenge about
and
shock
To
to
"
is to
reader
flagthe
will stop him
wants
advertisement
an
stop
in the medium.
or
any
of
reader
the
display mechanical
the page
on
thought and
extra
put
strong?
to
way
Why
arrangement
all,to make
surest
and
else
headlines?
use
and
-gettingHeadlines
Displays
Attention
in
to tell
its story.
To
have
make
it set
the
headline
in type
much
stand
larger than
advertisement,and,
if
different
advertisements
from
for attention.
other
Liberal
anything
possible,give
white
else from
space
any
it
other
which,
about
are
a
in the
peculiarity
some
competing with
57
mechanically,
well
out
clamoring
headline
it
Use
vents
pre-
clear
WRITING
58
face
type, rather
which
shows
both
your
leading into
the
used, the
attention-getter.One
With' your
Headline
headline
Direct
made
too
read
on.
At
the
selling value
reader, it
a
want
him
sense
tates
dic-
practice merely
display and
headline
they impel the prospect
displayed headline
well
to him
conveys
you
Common
commonly
unless
instant that
the
prospect stop
your
advertisement.
but
from
to Interest
have
you
ordinated
sub-
co-operate in
the Reader
Obviously because
your
answer,
should
be
appeal.
stops the reader, forgettingthat
no
does not.
should
that will Lead
involuntarily.Why?
comply with
both
of your
Attention
have
which
one
headline
picture,and
the heart
Finding the
the
read.
to
has
both
are
to
to
is hard
specialattention-gettingforce. In
ward
however, the picture-writingmust help foractual selling appeal. When
picture and
cases,
headline
the best
action is better than
an
device
moving
AD
letter which
a
picture is probably
A
A
than
THE
idea
an
(step 1
to
stops
in the last
chart).
idea
This
him
If it
(2A).
advertisement
heading
has
reading
your
will be
interest
will either
by
fails,
your
(2), or
reader
(Position 3 A)
attracted
or
which
case
your
your
prospect from
tion
his involuntary atten-
actually prevented
advertisement;
will either pass
in
"
interest
fail to
your
by something else in
tisement
adver-
your
(Position 3B).
Position
is identical with
3B
else"
which
at
this
Position
point
draws
attention,therefore,probably contains
idea than
a
the
one
you
chose.
The
real prospect, but' fails to convey
1.
a
your
reader's
better
headline
headline
an
thing
"some-
The
which
stops
interestingidea,
HEADLINES
evidently has
put into words
not
in
appeal actually inherent
and
wording
If the
the reader
of your
your
(Position 2), he
will
with
the
idea.
headline
the
anticipationis
Position
in
best
The
which
a
of
first
4A
idea,
"
The
In
the
a
other
again
it
have
you
a
"
four
horse
safest
him
of
the
The
reader
horses
were
most
by
way
a
tion
atten-
about
round-
danger
stops, gets your
on
appointe
is dis-
and
"
with
two
different
pulling
sketches
positions.
even.
In the
of the work.
on
by
picturesinstantly,
which
the sales
appeal
Nevertheless,the chief bid of the headline
rouses
1
attention.
headed
in that it
graphic comparison, the idea
one
is fooled.
was
in
doing
from
illustrates the chief
team
is clever
interest is that it
rect
cor-
by steps
road
losinghis
feel that he
horse
was
put
tisement
adver-
of your
body
attractive,reads
even
may
the
is realized
reader
indicated
takes
dangers
in the chart
finds
headline
is based.
1, and
because
on
and
shortest
Any
second, all
one
first,
The
a
(Position 5A)
fail to interest him.
or
route
following advertisement
showing
idea
new
in the
reader
curiosity headline.
the
If this
3.
buying motives.
filled with
Position
it will illuminate
headline, therefore, is obviously that
to interest.
and
the text
something that interests' him
his
is the
This
read
to
startingpoint.
anticipationof your
interests your
5.
interest
does
Position
Position
with
through the direct
to
idea
the
at
headline
to
Your
stead,
(Position 4A), he will in-
(Position 4), he will read
appeal
begin
either interest
If, however, the
into your
headline
now
copy,
is identical
5A
is back
reader
is
realized
your
will in turn
that
of the sales
product.
anticipationthat
He
not
get from
the force
your
conveyed by
copy
59
fault.
at
are
idea
DISPLAYS
AND
curiosity.It
for
bids for the atten-
"0
WRITING
tion of the. general reader
expects
which
to
into his
draw
includes
AD
THE
advertiser
gets it. The
and
"
subject only the smaller
group
genuine prospects.
"Old
Joe"
is
Doing
The
All
Work
You
combustion
not gettingthe same
are
from all your boiler furnaces. You
efficiency
have not equalized the draft among
ers.
the boilYou
are
wasting coal because you do
the boilers pulltogether.
not make
You need a Jones Automatic
Gas Collector
and a Draft Gauge for each boiler furnace.
You
need a Jones Improved Gas
Analysis
With
this equipment you
Instrument.
can
make
the boilers pull together. You
can
drive them
knows
how
farmer's
to
a
as
boy
drive
his horses.
Often, however,
of
advertisingpages
for
search
together. Because
him
and
the
will
that
is
he
hunting for
Joe Is
Instead, it
product he
wants
definite
a
Doing
will
his boilers
make
All
act
as
"You
from
the
has
getting the
not
are
all your
boiler
deeper
interest
time
it indexes
agent.
It has
same
better
headline
It is
now
might
than
interest your
directlyrelated
that
have
been
your
prospect, but
to
same
the
your
wall
a
will
between
the
meets
combustion
of
group
ficien
ef-
aimed
at, it
curiosity. At
it,therefore,an
clear that
the Work"
reader
the advertisement
in
thing, the
furnaces." This idea is really
keynote of the appeal. For
a
pull
buy.
to
Getting into the advertisement, the
idea:
through the
runs
engineering magazine in specific
an
"Old
lighterheadline:
stop him.
purchasing agent
device
some
not
a
the
for the
ing
purchas-
idea
which
on
a
based.
headline
must
interest
him
merely
not
in
an
idea
strongest sellingappeals. How
IX
CHAPTER
Plain
Making Copy
WHEN
for his attention.
tangled
a
all.
not
telegraphic style;
flash
you
upon
to
powerful
gas
is
trained
writer
"Gas
heater
copy
Notice
man.
the
right
the
only
buying
one
combination
of motives
thoughts and
desirea
reproduced
advertisement
this
Heaters
Read
it
advertisement
for Bath
Test
a
of Copy
one
Rooms
from
the
in this
ter
chap-
pencil of
a
carefully.
utility appeal
the
of
at
means
message;
Out, Develop,Reinforce and
Think
unusually successful
an
him
few
the
sales
at not
his
concentrate
Piece
The
ideas; it
your
truly
hold
him
proposition.
your
How
to
of
hold
interesting.
be
paragraph,
of
heart
the most
at
invoke
can
the
short
that strikes
single sentence
motive, but
the
plain ;
puzzle
to
to
cannot
you
paucity
mean
hope
cannot
constantly
cry
instant
an
member
re-
also bombard,
are
things
but
him,
brief ; be
be
Brevity does
that
You
interest
you
Therefore
words
will pause
He
advertisement
men
thousand
statement.
Unless
long.
A
Interesting
your
of other
that dozens
ing the busy prospect.
out
to write
sit down
you
and
in
the
might
headline.
have
written
The
it:
;" but he felt instinctively
PLAIN
Chart;
Advertising
belonged in class "A"
to write
he wished
that the copy
63
COPY
it
that
on
the
the
make
expenditure and must
disadvantage of being without the
that he could
Ever
brain; it reminds
he
to take a
bath, he found
You
feel it
a
of it.
the
as
discomfort
and
begin right.
must
of
of the work
the task
of your copy;
scarcely help thinking of
can
flash
will
that
sentence
or
is the
well
as
image
Feel
one.
you
' '
cold.
the water
faint mental
vivid
?
days before when, wishing
few
a
a
phrase
senses
interestingyou
strongly, and
word,
the
not
but
copy,
your
only
copy
your
have
must
the
prospect of the
the
vexation
make
felt
felt
He
heater.
for lack of hot water
bath
a
seeking; it reaches
is
idea he
To
prospect feel
the
ing
emphasize this disadvantage by mak-
best
without
go
expected
un-
an
prospect recall vividly a specificinstance
his
1 '
required
your
message.
this message
Write
study
then
down;
it.
Consider
closelywhat each element in the sentence adds to it,and
feeling,your
measure
again this total idea by your
real appeal.
of your
realization
Precisely by this
with the copywriter, that
method
have determined
we
Rooms"
is not the best headline,
"Gas
Heaters for Bath
from
it to the one
and have worked
actuallychosen.
The
been
so
own
first
paragraph
written
written
:
"If
was
"badly managed
but
you
rection do
own
double
appeal.
Step three
at
not
home"
not
subtly at
copy,
seek, as
service
touches
"
pride
the
Had
felt that
have
once
only
might have
fault. ' '
own
antagonistic? Note
also strikes
writingyour
new
so, it is1your
it,would
fault"
of the advertisement
the
how
avoids
you
"your
phrase
this antagonism,
prospects pride.
here, to make
eliminate
a
your
fault and
in "Out-of-date
water
In
cor-
add
a
heat-
II
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"
a
-
3-S
.ScoS
"o.c
O
CI
S "
M
a
.9
"
rt
^
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a
If
a?
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S
s
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4J.2 "
II!
h'3"2
III!
WRITING
66
' '
ing facilities,and
If
omit
we
THE
the money
last four
the
AD
motive
words
of
of
first word
Step four, these two
longer single sentence.
Why
one
it this
way?
mind.
He
Because
he
that
knew
the
read
it. For
into
short, plain type
the
and
between
three
Step
This
phrase
same
only
and
does
words, "is
the
breaks
the
in the
' '
enjoying.
are
four
to
can
but
route
same
you
make
plain
'
Step four
appeals to the
It
motive
* '
most
in the
convenience
and
of
word
our
pride
' '
;
and
neighbors
appeal specifically
in the Advertising Chart.
appeals in this
forcible way?
By following the
in
writer unconsciously followed
the
combine
copy
your
four.
producing Step
big mistake.'
three short lines
and
which
white
ample
"luxury;"
of the five motives
How
broad
These
copy
"Why?"
more.
phrase, "which
to
paragraphs, but
in the word
cheap ; the utilitymotive
selfindulgence in the word
begun
the whole
a
two
interested
' '
emulation
put
margin.
love of family motive; the money
1 '
fall into
vividly in
they had
he divided
great deal
a
the
the writer
his audience
liberal white
challenges the reader's
answers,
didn't
paragraphs, with
closes with
not
Step three, and
paragraphs
before
reason,
a
gas."
courage
longer paragraph might dis-
of his readers
some
space
had
in "85-cent
first
His
thought for Step four
something like this:
was
"It
means
that
that you
you
are
well
can
depriving yourselfof
afford."
a
venience
con-
Suppose this had been your first thought for this step ?
On examining it you feel that the clause, that you can
* *
well
seems
"It
afford," does
a
better
means
not
hit
substitute.
that
you
are
hard.
The
The
sentence
word
now
"cheap"
reads:
depriving yourself of
a
cheap
convenience."
The
meaning
is
now
plain.
Test
it for combined
ap-
yourself,"Is
Ask
peals.
convenience
?
it is
"Yes,
"
Condense
The
hot water
answer
luxury
a
this
of
neighbors
your
a
people
are
enjoying:"
are
it into
write
cheap
instantly:
that other
luxury
idea, and
new
mind
to
comes
a
"
than
more
the
copy.
have:
now
"It
'
that most
enjoying
You
'
67
COPY
PLAIN
deprivingyourselfof a cheap
luxury which most of your neighbors
that you
means
convenience
and
are
enjoying."
are
Study
the
yourself"
is
Here
of
form
new
does
mention
not
opportunity
an
family" appeal.
"It
that
means
"You
closely.
to
You
rest
in the
work
the finished form:
have
now
and
you
the
depriving
of the family.
powerful "love
are
family
your
depriving
are
and
yourselves of a cheap convenience
luxury
most
of your neighbors are enjoying."
You
have
reached.
was
to
make
To
the
take
How
through the mental
gone
it
esting,
inter-
plain and
copy
own
which
route.
same
the
Adapt
your
by
route
which
Your
Wording of
Copy
to Suit
a
Certain Medium
Adapt
words
your
and
prospects, however, but
also to your
are
using bill boards, which
car
passes,
a
few
is
the need
words
is
bill board
a
is
message
White
" Co."
Whether
miles
an
several
hundred
arranged in
a
a
feet
must
If
see
coming
hour, this
of the window.
or
upon
his
of your
appeal in
suburban
railroad
long.
Its whole
single line:
going, even
message,
you
as
Rags" Curtains" Chairs" Office Furnitnre" White
displayed,is flashed
out
heart
imperative. Along
to your
mediums.
the reader
to flash the
only
not
arrangements
because
every
at
a
Co.
speed of fifty
brief and
passenger
"
who
properly
is
gazing
WRITING
68
If you
not
using
are
pressing;
so
THE
cards,
street-car
requires large type, which
words
thirty-five
small.
illustration
of your
less
In
a
certain
store
department
is printed
similar
something
or
the
article he
of
this assortment
but
"
in
for
hind
be-
person
who
allied
lines.
business,similar possiblemediums
every
never
idea
The
in
chased
pur-
shirts,
envelope
interested
now
dozen
a
envelope
an
envelopes is that the
curate
ac-
an
has
who
man
the
forty-
better.
"pull"
just bought.
has
ties is
just bought
In
the
than
than
advertisement
short
a
More
only
has
will
the card
shows
necktie, for instance, receives it
advertises
has
which
product, and
words
which
gloves
card
purchase-prompting
a
on
A
from
type smaller
;
is
element
brevity.
means
many
too
eight point is
or
too
are
time
the
's distance
the reader
but
AD
being
are
wasted.
and
Booklet
approach
often
much
for
harder
a
takes
lawn
a
His
the
him.
can
offer,however,
by
If
you
proper
the
with
the
find
tone
entice
attention
read
too
longer and
is in proportion
average,
farther
on
on
that
the
tuate
ac-
same
sympathetic wording,
typography
that
transmit
your
slightest friction.
your
copy
of sales making
it reaches.
interest.
the
and
Such
purchase than
attention
clean-cut
real weight of your
Be
will
automobile
interest,on
and
arrangement
ideas
beginning.
the
prospect
previous
a
up
strength of the buying motives
You
by
A
contemplated
mower.
to
follow
may
prospect's extended
the
granted.
on
copy
develop the sale from
or
copy
circular
plain.
unread, get
closer
strip your
appeal
;
proposition and
the
to
down
buying
Untangle
the
word
puzzles.
Bear
the
vital
points that
on
your
Be
to
tives
mocise.
con-
assure
WRITING
70
however, he would
good
and
nature
milk
whole
the
with
agrees
good
the
malted
"
AD
relied for trade
of malted
manufacturer
"Rich
have
THE
says
grain
pure
"
the
customers.
A
of
memory
milk
solelyupon
in his
advertising:
nutrition
"
ing
up-build-
and
invigoratingto young
weakest
digestion. Prepared
body
the
old
"
in
"
one
minute."
the bottom, of his
At
in large type,
advertisement,
is
the exhortation:
"Original
and
take
Why
The
copy.
no
copy
gives the reader
advertiser's
Indeed
than
substitute?
The
in
milk
of
rather
malted
milk, but
for buying the
competitor's.
his
than
in his
is not
answer
little
every
depends
way
upon
unable
offer him
next
burden
the
is upon
to
"
fill a
man's
thing
you
to
best
the
is the
original product
malted
milk
the
Sweeping
only "make
says
in
the
the
make
"That
field
believe"
has
but
a
a
to the
buyer
that
it
merely that
genuine argument
substitutes
meet
not
real
the
particular
I want."
"
and
reasons-
of his tobacco
"
The
is not
fact
the
not
"
customer
brand
qualitiesthat
statements
tomers
cus-
particular
any
merely
not
"
in general is healthful
remark:
properties or
of
in stock.
specialadvantage
particularproduct
will
have
that substitution
of his
which
oblige his
order, politelyto
manufacturer
the
point out
is to
possible. The popularity of his
giving service,and it is a genuine
of goods, to prove
brand
very
local dealer
a
service, when
with
The
competitors do
province
service
substitute/'
no
pleads eloquentlyfor
not the slightest
reason
malted
his
take
"
cause
advertising,bethis manufacturer
is conducting nothing more
general publicitycampaign for all malted milk.
a
store
genuine
:
trumped-up ' claims are
facturer
why. A tobacco manu'
EEASON
M
in
Greatest
world
the
best
"
71
COPY
WHY
ever
incomparable
"
"
fine."
His copy-writereither did not believe this or
must
that men
it blindly; but he felt instinctively
iastes
such
no
they would
or
reason,
merely fell back
he
reason,
superlative,thinking, perhaps,
In marked
which
says
are
you
words
a
contrast
dear
specificadvantage
a
of this
value
The
smoker.
of
knowledge
the
it not
that the Value
claim
received.
If
earth,"
on
To
we
felt
the
Pick
your
Advertising
out
easily
so
to
it
make
Copy Depends
on
Believed
the
or
that
a
brand
were
buy it. We
salesman
"the
believe
best
such
no
too
big
to prove.
specificand
in
it is
which
propositionis usually
reasons
Chart
with
confidence
or
sure
the strongest
and
dare
tual
ac-
"
would
everyone
advertiser
make
Your
Claims
disbelief
thing, however, and
for any
the
superlativeor sweeping claim
guaranteed or easily tested
specific,
any
is in the
"
not
of
of any
weakness5
strength of
the
of
Your
Making
The
would
three
it shows
claim
a
If
fact.
a
Remember
is
those
heart
is that
goods, and
bite.,,
not
the
to
reason
tested that the manufacturer
were
advertisement
an
recognize in
will
you
could
reader
it offers "does
that the brand
smoker,
is
this copy
to
time-worn
the
the
a
Feeling-
goods.
on
that
have
he.
better than
solve the riddle
his
for
ask
not
believed
connection
convincing,study
with
appeals that belong
your
to your
goods.
sition,
propo-
only. These, and not the appeals
which
to
competitor also can make, are the ones
your
Let the buying public know
emphasize in your copy.
brieflythat you have also those good qualitiescommon
line and
to your
that your
competitor's; prove
your
to
yours
THE
WRITING
72
qualitieswhich
product has those
emphasize the
it; but
up
The
with
claims
your
of
value
In
If
we
when
certain
a
proof
the
be
pulling
under
subject was
everything
engine
an
is
if
of gasoline per
sleeve and
below
mile,let's
run
the
have
swing it in right after the
it
zero,
it will
claim
we
claim.
we
fact that
the
on
forty degrees
proof ready;
amount
our
up
manufacturer
a
should
the
let's prove
the weather
let's first have
on
possibleback
well tested by
to sell
trying
will start
wherever
:
hereafter
are
choice, if you
sales meeting when
discussion,he said
"Boys,
your
felt that his copy
who
a
to
proof.
proof was
of automobiles
better.
and
"
competitors deny
for
reasons
substitution
avoid
would
AD
ment.'
state-
'
The
plan
selling. Claims
and
be
backed
would
the
by the backing of
demonstration
The
a
sweeping guarantee
the full
Having
this
proved
for the automobile
For
goes
its
back
built up
proof, which
of
the
of the buyer
some
your
the
evidence.
claims
behind
concern
the sales
Sometimes
beyond dispute.
reputation of
your
company,
"
a
manufacturer.
in establishingthe
speeding up
made
absolutely takes
by the
of the great
the climax
and
car
test and
aroused
underlying strength,reason-why
to
establishes
thus
off the shoulder^
resources
be
to
by testimonials,
either
enthusiasm
and
of chance
the burden
to work.
a
made, proof
Everything in
authority,or by
beyond dispute.
final step in
possiblethe
were
not
When
well-known
recorded
confidence
tests
established
advertisingwas
could
abandoned.
and
put
ing
advertis-
in future
adjectiveswhich
proof,
stand
the evidence
and
to
and
ferreted out
were
statement
sworn
religiouslyfollowed
was
claims
campaign.
copy
a
it,
always
photograph
If you
have
its guarantee
WHY
REASON
merely its printed
or
is
important
an
forward
in any
reliable firm
is
the copy
beyond doubt the value
establishing
The
unsigned quotation or
eeriously in
to
power
Testimonials
should
original copy
brought
strengthened by
of the
signed
ment.
state-
fiction
speech
lacks
generally abused, that
so
address, convincing details
and
is
name
convince.
been
have
fidence
Con-
question.
personal testimony
proof, however,
in
73
settles the
asset
Where
trademark.
or
word
COPY
be
given where
of the
photograph
a
or
name
possible. The
local
dealer,in using the testimony of a neighbor in good
standing, gets, perhaps, the full strength of the personal
testimonial.
Wisconsin
A
plumber
heating, changed
6tove
advantages of hot
for the
general claims
on
from
plan, and, during
advertisement
every
from
"Mr.
this
one
cessful
altogethersucprinted in
season,
quotation like
Smith, who
had
install
us
a
third less coal than
coal
stove
half
trouble,''backed
the
reputable neighbor
on
heat, used
specificselling points,such
and
the
the
lowing,
fol-
complete hot
that it kept
heating plant September 1, tells us
his store warm
all winter with half the trouble
water
The
over
not
his second
at least
water
popular local merchant:
a
J. H.
liberally
had1 spent money
who
subject
whom
any
"one-third
by the
one-
before/'
the year
as;
and
name
prospect could
less
of
a
interview
day, immediately strengthened the
any
plumber's advertising.
How
to Avoid
Substitution
"
the Brands
The
who
man
stores, or
still find
a
advertises
whose
reason
for
Puttingthe Reasons
You
Offer
lines identical
goods have
being
no
with
hind
Be-
ing
compet-
unique merit, must
in business.
Such
a
reason
74
WRITING
easilymay
He
add
may
external
found
be
to his
THE
and
goods
such
appeals
AD
put behind
of
one
any
his
sellingpolicy.
artificial or
dozen
a
convenience; the premium,
discount or trading stamps ; deliveryfacilities,
telephone
mail order conveniences, rest rooms,
courteous
facilities,
"
as
vantages
attention,expert service. Any one of these specialadinspire powerful reason-why advertising
may
which
will decide
Two
sent
circular
a
expert advice
in
"Come
in
just what work
engine will do
so
to
as
than
in
could
we
for
buying
the
mail
to do
and
from
house
order
appeal
the
the
same
we
can
offered
personal visit.
Every advertisement
ground of
for
to
B,
' '
decide
the
In
in making
the
reasons
These
may
or
why designed
choice
between
like
back
genuine, the unique, the significantreasons;
and
any
the
a
definit
in-
an
class "A"
purchasing a product in
they may be genuine reasonsbuyer
met
goes
products.
to the
or
with
it by inviting
to
be
' '
machinery
merely
had
support the desires of the buyer.
class
you
get farther
that should
reasons
show
time
place for
a
which
forth."
genuine reason
a
common
in it
has
me
and
claim, without! bringing proof
a
can
your
first dealer
The
on
I
connect
tell
can
tell you
can
letters,back
dozen
him.
You
I
machinery at
half hour's time
a
ranchman's
to the
expense.
shaft and
dealer's
second
The
a
of
it, one
offeringhis
meet
over.
all your
run
engine. In
one
have
line
mail
wrote:
it at the lowest
a
habits.
found
owners
engine
an
let's talk it
you
put in
to
dealer
and
To
letter to ranch
adapting
needs; the other
purchasing
gasoline engines
competition embarrassing.
them
how
in
dealers
western
order
the prospect in his
case,
having given them, makes
evidence,proof and
clever
them
guarantee
"
copy
stick"
man
by the strongest
to be had.
CHAPTER
How
Word
to
XI
Inducements
and
sure
In-
Response
BY
good
of
clever sales
a
brought
been
through which
copy,
plan
The
"
to
whose
of
an
inertia
overcome
piece of
will
require
There
tact.
counsel
friendly
to
be
that
shows
action
and
to
Insincere
insincere.
a
homely
meet
delay
this may
will
in
paragraphs in
understanding
only
action
as
the
vantage
ad-
be merely suggested.
follow,re-echoing the
cost, and
which
picture of
to
"
bringing the
advantage,
ease
of
that action,concentrate
the hesitating prospect.
reasons
A
utmost
immediate
First
climax
the mental
their force upon
such
the
selling points, veiling the
advertisement
can
compulsion; but
no
Stronger insistence
best
final
this final
meet
fight down
inducement
must
the buyer.
is to
to
"
The
copy
buyer, and
."
"
one
anticipatethis
inducement
action.
and
of
sells.
copy
get immediate
a
prospect has
your
I ought to get, but
is discouraging the
purpose
excuse
persuasivecord
attention,to interest,to the attitude
to
which
difficulty
one
the
scheme,
or
saying: "That's exactly what
who
The
can
advertisingman
it, is the
runs
true
for immediate
reason
details
as
can
to
75
action
usually sound
generally be worded
carry
absolute
in
conviction.
76
Some
WRITING
THE
genuine inducement
should
original sales plan, so
be
the
incorporated in the
copyman
can
more
say
'
than:
"Step lively,
please.'
Thirteen
Classes of Inducements
That
Different
the Buyer to Quick Acceptance
time
A
that
AD
limit
is the
saving is the
money
which
advertisers
next
have
are
of
essence
most
been
inducement.
an
A
element.
common
with
used
pel
Im-
ent
differ-
by
success
ducement
In-
:
1.
Specialprices during the dull season.
2.
for names
of prospects,
Special prices in return
specialservices,etc.
3.
Special prices to introduce product.
4.
the
the club
Special price on
magazine club and
5.
The
cash
6.
The
money-back
7.
Free
8.
The
instalment
9.
The
"last
10.
order, such
bulk
or
the hundred
freightshipment.
pound
discount.
trial
guarantee.
inspection on
or
promissory
note.
deposit.
chance''
exhausted
or
ment.
induce-
stock
A
11.
specialfavor offer,due to past trade.
Stock specially
reserved,subject to your
12.
Advantage
afford
to
13.
and
value
Special occasion
Each
of these
different
agency,
for
to
change,
and
which
can
you
decision.
longer
no
without.
do
extra
or
enjoy only by ordering
Buit
as
types of inducement
The
example, mails
each
reminds
will
you
now.
businesses.
reach
offeringwhich
him
can
clever
be varied
life
its solicitation of
prospect
that
just
for
the
before
next
to
insurance
more
his
few
surance
inage
days
78
WRITING
M
remember
"
'phone
the
"
THE
AD
Main
8642
Water
"
Heater
Department."
action
picture of immediate
prospector'simagination. But
The
the
"Delivered
and
can
which
he
is
find
Crowded
with
decision
real
which
word
easy
"
ordering,such
as
has
to
us
and
been
the
purchase,,is,in
the mental
or
inertia.
coin
card
average
A
blank,
or
the
signature blank,
haphazard.
meets
a
The
definite
emphasizes
strength.
clever
excuse
coupon,
which
the
prospect will offer.
life insurance
will
should
are
To
convenience
Any
If this convenience
persuasive value.
for buying now, it has double
logicalreasons
enclosures
the
actions
physical reto make
itself,
has
Many
as
any
and
inducement.
the coin card
action.
put off
our
cuse
ex-
leaning.
labor,except
of it overwhelms
an
ably
agree-
postpone
us
offer
to
which
"
for
to
necessary
action
made
loudly
by withdrawing the last
requiresthought
and
out
have
those
to
re-echoes
imagined duties,we
or
necessityor advantage
think
which
"
sales
your
the prospect, and
in all of
tendency
a
in the above
for
his instinct to economy
which
is
to
points you
reader
resulted
inducement
interested
surprisesthe
There
steps which
appeals
the strongest sales
in
"
natural
a
is most
he
on
free. Monthly
he knows
purchase right now
he feels doubly the discomfort to
to do so
submitting every hour that he delays.
propositionwhich
in whom
home
"
is to
copy,
the
meet
surprise:
the
follow the mental
To
he
like."
manage
exactly how
in your
again before
can
"
the final welcome
"
connected
if you
payments
He
then
And
?
payments
rises
not
give in
company
know
order
to
anticipatesthat
exactly what
learn
blank, therefore,gives spaces
the rate
information
on
to fill in the
a
quirers
its in-
they
policy. The
birthday and
ACTION
GETTING
date, and
to check
the various
which
prospect
is interested.
the
A
clever street
which
get specialattention
dealer, in
Another
and
with
his fairness
in
money,
the
prospect'sinterests
effect
day, her
kitchen
glove tape
customers
shoes last
An
The
with
a
of
clever
inducement
and
this
on
:
now,
forms,
erasable
to
ring
shoe
ducemen
in-
gets the
or
check, day by
can
size
the
dealer
and
by sending
sizes with
order-
the
follows
the re-order
making
response
local circumstances.
hinged upon
epidemic, a clever dealer put
the
easy.
often
can
During
at
his
up
style of
size and
of easy
means
the
glove manufacturer
as
thus
which
sponse
re-
local grocer
stating the
purchased, and
of
care
the end
impulse
The
The
card
take
is that it makes
coupon
the housewife
card
a
receipt for
a
to
pect
pros-
sign and collect
can
the
wants.
or
getting letter.
be
corner
which
der
or-
of this receipt at once."
jeweler anticipatedoubt
the
cash-in-advance
circulating order
by
easy.
profferedplan just
your
in motion.
set
inquiry
bearing across
encourages
'phone cards, on
a
use
the amount
and
has
same
to
strength of the
easy
and
tals
pos-
blank, impresses the
the prospect
prefer not
please return
The
make
blank, carefullyworded
endorsement, which
of return
by enclosing also
the
so
and
in
advantages
pad
a
soliciting a
enclosing the order
"We
insurance
carries
card
car
79
a
tagious
con-
bottom
of
his advertisement:
"Don't
Phone
down-town
come
Elmwood
379, 380
by motorcycle.9A
suit your
make
to
or
381
buy
and
skilfulstore buyer
wants
it is
say
'Rush
delivery
will take your
in all departments
rush
wise.
not
of
our
deliveryto you without
the
town
or
having the danger of coming down
various departments."
of callingour
the
charge and
"
der,
or-
store,
your
venience
incon-
CHAPTER
Blocking
COPY
style of type
of
appeal
in
thing
vital
ought
message
other
to
that
so
tools
the
the
copy
grow
up
is complete.
The
appeals
strikes
and
together, each
advertisement,
hicles
ve-
not
and
strengthening
persuasive
whether
the vital
blow, rather
sledge-hammer
a
or
form
merely suggestive,gets its full weight behind
or
the
form,
Layout,
merely
are
is
"
question of layout should
The
the
motives
buying
advertisement.
an
expression.
Advertisement
to
printing
and
be neglected until
the
Your
Out
mental
"
XII
than
a
series of taps.
How
Plan
to
Your
Advertisement
Layout
Whether
richly
in
or
in
the
illustrated
booklet
magazine
least
reader's
curiosity,has
"When
and
friction.
mind
the
I first plan
experienced
copy-man,
message
by-path
long
out
"I
of
the
sign
pends
layout de-
to your
route
age
aver-
with
which
sends
the
casual
humor
or
around.
way
an
any
the shortest
advertisement
some
electric
the
of
value
will,by
An
down
gone
usual
Un-
an
Worth
section, on
transferring your
prospect's mind
the
What
simple, all-typeadvertisement, in
form, the whole
its
upon
Is
"
advertisement,
begin
by
' '
said
considering
an
very
OUT
BLOCKING
form
carefullythe
which
with
a
other matter
which
I try to get out
doors
get clearly in mind
plan
back
and
for
central
"My
chief
the
I may
through
run
hour, during which
appeal of
to
am
idea at this
point is
goods, the
my
Then
address.
several
I
ing
advantage, the sell-
to
use
sketch
and
desk
to my
to
able to collect. Then
been
half
a
people I
the
I often
Next
I have
appeals which
outside
this not
advertisements,circulars,booklets
file of the cleverest
and
advertisements
I do
compete.
differentiate.
to
81
of the
make-up
is to
copy
my
imitate,but
and
ADS
I
come
layouts.
to
get something
usual,
un-
striking,something that will halt the attention
force the interest of the
and
I
writing. There
am
novel
a
are
a
particularclass
factors
dozen
for which
that may
gest
sug-
layout :
shape of
1.
Size and
2.
Kind
3.
Colors.
4.
Illustrations
5.
(Specialarrangements
6.
Headlines.
7.
Kinds
8.
Clever
or
page
booklet.
of paper.
and
"
possibilityof picturewriting.
of matter.
arrangement
of type.
illuminating instances
and
or
figures of
speech.
9.
of
Making
the whole
advertisement
such
something significant,
a
as
a
representation
in the
booklet
shape
of the article advertised.
1 '
After
and
making
force,I
four
go
I test these
all
points, keeps
hand.
If
an
or
back
five sketches
to the purpose
layouts and
choose
closely to
most
the
oddly shaped advertisement
of unusual
of my
the
ment.
advertise-
which,
one
real
or
business
booklet
only gets attention,but emphasizes the business
article offered
for sale
"
if the
est
inter-
and
at
in
not
the
the figure of
illustration,
82
MAKING
speech or
my
the
play
some
words
on
more
plain,more
interesting,
preliminary layout and write
more
as
even
LAYOUTS
frame
the
makes
forceful
my
appeal
I accept it
"
about
copy
it
as
work."
Writing In
the Details
that Make
of Style and Arrangement
Advertisement
Effective
an
Having determined
or
advertising page
these
upon
main
booklet, the
features
of
workman-like
an
writer
copy-
develops his subheads and paging as a part of his
literary plan. Headings, introductory lines of large
"box ruling/' the arrangement
of columns
type, initials,
all "schemed"
are
forcible and
Among
the
the rules of
thought and sale.
layout which
favorable
its
to
brief, plain,
message
the air line between
on
advertisement
make
to
the form
make
success
the
are
of
aa
ing
follow-
ones:
1.
your
and
Choose
the kind
of type which
business,light and
heavy for the
type rather
motor
leads
your
for
airy
is in good taste for
dainty things,strong
engine,because
or
into your
readers
of
this kind
subject,than
distracts them.
2.
Avoid
and
ing
meaningless ornamentation, fanciful letter-
intricate
to the
legibletype
least
of
process
Tests
3.
have
because
arrangement
as
that
Caslon
the
reads
eye
quickly
most
such
plain,
with
and
the
possiblefatigue.
4.
Every
advertisement
cleverlybe given
a
a
company
store
or
certain
to
style of ornamentation
have
this
hand-lettered
greater air of distinction.
firm
issues
personalityby using
type constantly for the headline
wise
tion
fric-
add
reading.
shown
faces
these
or
or
firm name,
arrangement.
and
etched
to
a
can
tain
ceror
a
It is
give
a
BLOCKING
Capital letters are harder
tests have
as
proved.
5.
For
6.
two-inch
reading
small
column
more
as
lines should
long
a
be
crowded
close
to read
up
eye
to
hold
a
and
so
lines
and
hard
advertisement
but it chooses
is eager,
appearance.
of proper
into columns
greater number
a
a
use
the return,
on
invitingin
clear,well spaced type and
"conversational,"you win more
to
never
sentence
with
message
type,
the attention
line
your
most
are
page
your
set
involved
The
which
advertisements
By breaking
ters
let-
type less than 14
even
larger proportionately.
wearies
together make
understand.
and
small
in
the next
long paragraph, the
is
rule
wide
line
it difficult to catch
makes
safe
a
five inches
than
Just
than
practicalwidth of line as to
is exceedinglydifficult to read a long
type, and
point. Longer
7.
read
to
is the most
column
line of
83
size of newspaper
the
matter
reading. It
in
ease
the
ADS
OUT
width,
which
matter
and
readers
looks
get your
time you
in the short
can
their attention.
of arrangeMoreover, the same
invitingopenness
ment
The
appliesequally well to the whole page.
eye
and mind, like the mouth
unable
and stomach, are
to
drink in all that can
ing
be crowded
them.
By makupon
8.
the page
illustrations in
mind
in
a
working
valuable
to
balancing the
not
way
too
to their full
Illustrations
9.
easy
and
open
and
emphasize
for the reader
to
formal,you
capacity.
charts, subheads
up
in
a
skillful
assist eye
and
selling point and
some
grasp.
Have
drawing right in subject,taken from
worked
of type
masses
manner
to
the
the
or
and
colors
make
photograph
are
it
or
right angle and
emphasize this selling
point.
The
arrangement
of
an
involved
page,
such
as
a
de-
MAKING
84
a
man
advertisement,gives the advertising
store
partment
chance
show
to
Making
ingenuity.
much
Crowded
a
LAYOUTS
Advertisement
city department
and
longer and
single paragraph
hand, close spaced
a
A
under
and
with
in
and
man's
a
only medium-sized
type.
of space,
amount
and
forty-fivedifferent headings, advertised plainly
750
definite bargains, every
one
attractivelysome
list and cut prices,and with many
illustrations.
The
advertisement
second
used
capitalletter except
in proper
in
well
columns
narrow
superlatives and
"Five
At
the head
sale,the
class of
black
type
a
style such
as:
of fine homespun.''
gingham
to ten
two
"
list
appeared the
of the counter, the
of the
name
of the article
name
possible,a
wherever
suggesting the type of goods.
frhisis only
an
every
small
it used
in
goods in big type, and
sketch
friction in
eliminated
off rustic hick, chairs,tables,etc."
of every
location
sible
pos-
spaced; it avoided
item
every
$35 suits,made
cent
per
;
and
for eight-centapron
cents
yards."
"Twenty
names
leaded
worded
for men's
"$24
abbreviation
every
clearness;it
sacrificing
without
or
gowns
put into
was
than
broader
just twice this
rival store took
tisement,
adver-
bargains in
hundred
one
body of this advertisement
The
coats.
tive
Attrac-
recentlypublished an
store
listingabout
and
Average Reader
to the
A
Easy
one
of many
involved
possibleways
advertisement.
You
to cut
may
out
the
use
the
in the show
principlewhich appears so effectively
window, or the 10-cent counter; once for all feature the
same
price
either
with
and
follow
it
by
a
quality,selection
the list in which
you
list of
or
the
goods;
or
feature
selling appeal and
have
interested readers.
follow
86
MAKING
of the
the
space
reference
and
LAYOUTS
will take
copy
By
up.
measurement
the
preceding table of type sizes,the
layout can be made
quite accurately.
Before the final proof of an
advertisement
is 0. K'd,
it is well to
relative
to
it
score
by
strength from
various
Twelve
Suited
to
prospect"
2 Suited
to
business
3 Timely"
4
Impels
Tests
touches
as
of
important angles.
,
repelsreading?
_______________________________
Arrangement
6
Illustrations?
7
Sincerity,truthfulness and force for building confidence
and white
Shows
knowledge
9
Proper
tone
10
of
of
From
personality?
5
8
its
Advertisement
an
fairness and house
reliability,
to
show
vital motives?
trade news?.
or
list of tests which
some
space?
,
and
prestige?
.
product's sellingpoints?
appeal?
__
Impresses reader with services offered?.
11 Assures
getting money's
12 Induces
to
immediate
worth?
action?
Total
fixed standard often reAppraising pieces of successful and unsuccessful copy by some
veals
the secrets of the result and suggests points of added strength. The various tests
here summed
up in the form of twelve questionspermit of scoringeach feature by points
similar lists
of
advertiser
one
has
made
up
the above
list
his advertisement,
questionsby which he scores
100
and 8J per
being a perfect score
per cent
a
representing
perfectgrade under each heading.
twelve
cent
Results
the
are
Therefore
the clever
judgments
the
campaign.
studies
the
failed,and
form
and
only final test of
and
to
season
advertisements
substance
advertisement.
rates
advertisingman
tests as subject to the
From
from
an
them
which
learns
of his copy.
that
season,
have
which
all
nary
prelimi-
outcome
of
however, he
succeeded
or
perfects the
II
II
Part
MEDIUMS,
OUT
PLANNING
Putting Your
Campaign
WHENcampaign, begin
you
ought
money
How
are
small
advertisements
going
you
What
are
urged
upon
the
comes
most
full-round
a
advertising
several of the most
cate
intriin the field of selling.
spend for this campaign?
distribute
in
or
to
you
to
a
few
this
fund
in many
prominent insertions?
"
effective of these mediums
dozens?
by
Where, fundamentally,
and
Effect
most
you
trade
Into
encounter
puzzlingproblems
much
whose
plan
to
you
How
SPACE
APPROPRIATIONS
AND
and
IF
are
your
that
are
richest sales districts
"
easiest,is most
permanent,
most
erous
gen-
profitable?
The
vertising
experiments and experienceof clever pioneers in adhave
brought out a few solid principlesthat
will assist you
in deciding these chief features of your
campaign. But you will find no one who has exactly the
same
problems that you have.
Finally,you will have to
into the advertising field and blaze your
get out
own
trail. As you study your field,your
prospects and your
mediums
what
first hand, you
will learn
situations demand.
to
forecast
shrewdly
various
The
all-importantthing
advertising.Get a basis
is to
"
get
set up
from haphazard
away
standards by which
to
observe the progress
of your
campaigns. Advertising
has a definite place in modern
business,with a definite
function
demand
and
to
arouse
put buyers in contact
with
supply. In the accounting, advertisingdoes not
the luxuries or the indefinables. It is a
belong among
definite sales force and demands
definite ledger page.
a
Good business will never
from
recede
its insistence that
where your advertisinggoes and what
it does;
you know
that you
check up the expense
of your
tisements
adveraccounts
"
as
do of your salesmen, and
you
to those that get best results.
give biggeropportunities
"
" !"
m
="""
Ill
nil
m:
:tii
CHAPTER
Your
Locating
High -Profit Prospects
mountain
instrument
their
out
the
Every
prospect for my
than
more
in
stood
across
u
thought.
are
the
to
instruments
list.
takes
It
the
detection
his list of
He
street
and
certain
to
spent
a
I
can
build
sale
can
them
to
they
vital,
are
I
my
pick
out
my
store?"
personal acquaintance
ambitions
thirty days
a
homes
of those
"
be
to
seems
high-profitprospect
a
up
with
distinguish between
how
"
and
wrinkled
view
my
bring
unrealized
piano dealer
districts
poor
floor stockroom
forehead
but
;
How
accuracy,
of
third
difficult sales
patience
means
in the
of
possibilities
high-profitprospects
It
his
within
home
mere
and
the
"$15-down-and-$5-a-month"
city, his
high-profit prospects.
the easy
from
stock
complete
a
strument
line of in-
new
a
rocky
a
of culture.
Marshall
looked
him
that;gives the children
first idea
As
just installed
had
gave
down
$1,300 Grand,
in
leading piano dealer
the
MARSHALL,
city,
which
XIII
and
and
"
clever
wishes.
$1,500 building
The
up
possiblepiano purchasers.
went
from
proprietors
to the
each
he
little pencil and
ward
arranged
school
to
in
across
the
city. With
the
candy shop
the
display window
placards,an-
SPACE
90
nonncing
prize contest.
a
into the
come
Every boy
fill out
and
sack of candy and
given a
win
shop
of
one
MONEY
AND
a
a
would
registrationblank
coupon
valuable
twenty-two
girlwho
or
number
which
prizes
offered.
was
might
The
piano dealer purchased his candy from each individual
storekeeper,and the latter,in turn, handled the contest
locally.
When
the coupons
were
assembled,they gave the name
and
of nearly every
address
in
parent of school children
and ages of
city. They also indicated the number
the children,and whether
the family owned
not
or
or
played the piano,or was
consideringthe purchase of a
piano.
the
the
When
advertisingcampaign was put to work upon
this costly list,
it resulted in probably the greatest piano
sellingcampaign the city had ever seen.
Tests often show amazing facts that upset all previous
ideas
who
to
as
surprised
was
his
when
want
to
find that orders
have
relation
of
revealed
many
city, town
and
of prospects.
We
manufacturer
A
chieflyfrom
came
addressed
been
advertising had
Records
groups
product.
your
to
surprisingthings
do
know
not
women.
about
in connection
country
men
the
with
best prospects
our
except by investigation.
It is
a
simple
matter
to
choose
typical territoryand
keying
prospect lists in various lines,
differentlyfor
tests have
each
and
tabulating the
proved that blind
a
large number
results.
advertisements
selling value
sacrificing
usually draw
advertisement
your
of
and
Such
tisements
adver-
general interests,
curiosity' inquiries
to
"
'
liabilityin the follow-up. Clever
of a stamp
advertisers frequently request a remittance
or
a
dime, thus culling out these low-profitprospects.
which
The
are
a
heavy
clever merchant
also chooses
his advertising leaders
quantity of
limits the
and
of
bargain hunters
mere
will
A
mail
order
enthusiasm
in the
would
to
man
keep
and
draw
down
person
the percentage
to his store
small
miss
no
those
plan, at
merchant
took
lists
on
carefullybeen checked,
most
lot,good and
town
one,
often
Tennessee
of his
the whole
order
The
in
man
prospects had
the best
and
to
each
buy large bills.
who
which
bargain which
the
in order
permitted to buy,
is
"*
PROSPECTS
LOCATING
last minute
the
bad,
to be
ized.
circular-
instructs his
for "there
is
no
advertising
tellingwho may
buy."
This
an
principleleads
There
loss.
average
One
medium
of
and
carries
school
secured
largestconsistent
the
in
made
manager
showed
2,500, within
only
enabled
focused
six different
appeal, each
gross
By
to handle
its class.
and
returns
reference
to
professionalmen
certain
in
states.
appeal
the
seven
profitableprospects
in towns
states.
of less than
Further
alysis
an-
his
cut
expenses.
an
automobile
enabled
dealer
two
with
to focus
paved-streettowns, and farm
the
returns
Analysis of his first
counties,was
rating, as
the
to
follow-up letters under
made
an
unusually personal
His focused
creased
advertisingin-
lists
tax
rights covering twelve
a
of the
divisions,which
to
tional
na-
a
subsequent campaigns
that his most
two
him
his
states, and, upon
seven
in country school districts and
were
of
in certain
demand
first season,
year's returns
in
cations
merely for the indi-
year,
forty high-profitcounties.
upon
high-
timely buying in various sections
of
giveshim
teachers
to forecast
advertisement
an
throughout the
publisher'ssales
A
ways
many
ing
analysisof prospects into buyof successful advertising.
is the basis
manufacturer
it
are
Clever
profitprospects.
groups
spectacularorders,but entails
to
on
owners
high-profitgroups
oi
SPACE
92
prospects for his
reach
far
his
with
men
When
It
to be used
Your
list is well
rural
a
has
a
his
card
route
day
to
efficiency
One
subordinate
six weeks
than
pads
stocks
work
which
Canadian
map
of its
the
prospect
by
a
a
and
month
it.
holds
the
upon
him
of the
if
100
for
list,never
a
almost
a
more
Doctors
the
on
latest
prescription
"quality monopoly."
accurate
records
the tax
plan
and
made
a
vast
different
scale has been
advertiser.
Analysis of the Prospect Situation Stopped
Slump in the Business of a Store
The
new
faced
the
problem
a
tints,
How
manager
up
tion
prescrip-
his
especiallyprofitablefor
same
no
makes
He
city,keeping
announcing
the
of
territoryindicatingby spots of various
national
cent
per
judgment
they miss
letters
studied
groups
a
high-profitprospects
maintaining
follow-up
store
vise
re-
Whenever
old, of professionalprospects.
he
man
sales-
job lot offered,each
a
or
the doctors
grades of goods. The
used
once
has
store
The
his prospect list.
up
conveniences
and
on
A
and
dry goods
of its salesmen.
rely
quite likelyto remind
are
clever
prospect
circularizing.
making
acquaintance and
day
Prospects
your
upon
plan gives almost
will
visits among
own
his
the store's
in
work
list the
his
The
druggist
cityj
the
prospects upon
picks from
to
List
advertised
to be
him
demonstration
Choose
this* route
cover
likely to buy.
most
his
to
A
each
to
list of
specialsale is
salesman
while.
worth
enabled
general follow-up.
a
and
lines,personal field
some
alloted
as
Out
for
In
information
banquet and
a
to Get
Pays
MONEY
This
car.
expensive
too
AND
of
of the
a
St. Louis
terrific
summer
department
slump.
a
store
His
SPACE
94
bound
outward
AND
MONEY
transportation
rJune, iTul/ and
during
August.
"If
we
serving only twelve
are
of this great
of
soil
the
city," said he,
opportunity.
Delivery slips for
showing
of the
indicated
The
own
of
employees
and
the
been
various
from
every
The
advertising
newspaper
section
classes
and
could
JVIonth by
the
are
of
number
routes
in the
under
per
city.
in
cent.
one
his
best
Within
purchased
described
what
just
circulation
each
medium
in
this
lists made
the
packages
constant
that
forty
month
be
tastes.
to
suit
by employees
advertising began
knew
man
mailing
or
the
list of
a
by classes, maps
been
as
city's
year.
likely to
divided
ing
labor-
to
go
he
should
out
of aim.
appeal
not
been
business.
and
the
buying
trade
in the
for
those
and
groups
and
directness
feature, for
he
classes
buying
class
sent
now
goods had
section
new
middle
interviewed
new
where
year's
the
throughout
store
territory had
made,
these
a
more
tabulated,
sections
staple elements
deliveries
the
then
were
of
great
the
"
local
to
as
month
with
reach
must
back
most
the
city
low
manager
informed
had
ing
only scratch-
are
We
fashionable
the
covering
routes
trade
months
falling off, came
sections
a
from
that
now
Four
"we
itants
inhab-
'
people/
was
of the
cent
per
The
him
to
delivered
distribution.
secure
each
appeal is made
summer
tributed
dis-
were
indicates
statement
on
Where
reaching.
of the
of
high-profit groups
the
just what
circulars
way,
manager's
test and
season
showed
was
up
goods
prospects
with
trade
twelve
such
picked
curacy
ac-
up
CHAPTER
XIV
Profitable Sales Mediums
Choosing
and
Lists
retail trade
WIERECleveland,
of
established.
in
owner
the
to
point
find
prospect
has
hours
spent by the
of the
satisfied himself
he
could
reach
ally
person-
the
greatest
intrusted
then
He
ing
pass-
negotiationsnecessary
find
to
center
was
a
buy the
space
toe
big
problem.
Once
quest
for
"
to
any
himself.
but
located
was
space.
the
The
recently
store
tabulation
knew, however, that they could
He
one
and
man
where
tedious
his agents the
ground
were
of good prospects.
possiblenumber
to
study
business
The
throng.
as
of this result
Back
millionaire
great popular
a
city
in the
eddies
and
centers
advertiser
his
fixed
a
faces
a
similar
having
high-profitprospect districts and groups, he
standard
to judge the mediums
by which
that, in varying degrees, offer him
ing
the desired1 advertis-
contact.
The
range
of
possiblemediums
is wide.
A
vertise
clever ad-
periodicalfield alone into a dozen
professional
geographic and sociological,
classifications,
divides
and
class.
circular
The
matter
the
bill board, the
and
fence
booklets; the
95
sign, mail matter,
electric sign, the
SPACING
96
novelty, the moving
street
card
car
medium
selects
To
prospects.
be
Test
Each
reach.
as
group
the
your
that this selection is the best possible,
sure
get at certain
and
Revision
in
Mediums
Actual
the
facts about
the
of
one
every
medium
first use
should
and
for
be
third
the
complete records
judging
of it may
pass
of Advertising
Campaign
observation
only final standard
Your
Choice
the
for
tests, keen
medium.
no
different
a
slip and
mediums.
these
are
sales
certain fitness and
a
automatically
must
you
picture slide,the
all have
"
MONET
AND
an
advertising
experimental. But
experiment without
the seal of test.
Listing your
sales value
the
tried mediums
will show
top of the
Others
them.
appeals
are
can
to
ones
use
with
"
sales
check
circularizing
your
inquirersand buyers
choice of medium
which
has
country merchant
whose
fence
has
found
the
getting good value
was
in Colorado
store
mimeograph
has
and
Where
the
who
to
been
change,
eliminate
have
is not
with
possible,
often clears up
advertiser.
a
The
cleverlyworded,
proof that he
his medium.
A
the best among
are
general
its limited
such
found
"dead"
as
is at fault.
the medium
than
stamp, the latter should
time,
up
proved by weekly sales,that the
practicerather
of unusual
catch
means.
lc postage has
the red
signs are
from
the lc letter
advertising
Often
puzzled the
of his customers
remarks
at
pointers push
able
profit only for season-
absolute
an
Those
abandon.
hundred
your
intermittentlyas
or
Where
cost.
space
which
list
you
by combined, inquiry and
profitablethan
more
after
still be used
the
spring and
names
changed their address.
and
fall
to trace
The
channel
sons
seaing
mov-
pects
pros-
for
MAKING
be
letters should
returned
is identified and
at
often
Inquiry letters
profitmaker.
by private correspondence
sends
before
a
medium.
and
Personal
advertisers
clever
of
means
How
its
rules
probable
outlined
as
value
gives him
an
losses
many
due
to
appraisement of unfamiliar
have
in the
2.
Standing of medium.
3.
Headers.
4.
Uses.
According
to
an
been
ask
to
outlined
accompanying
the
concern
the Value
advertising medium
advertisingexpert
advertiser
to its
(1)
new
any
expenditure.
appraising an
for
Territory.
any
vertise
ad-
house
office managers
knowledge
forestall
1.
for
packing
Study Out, Estimate and Compare
of New Mediums
Helpful
heads,
on
publicity.
to
to
sible
pos-
fault in your
adopting
or
a
carried
or
a
to his local
local
his
upon
out
One
contract
mediums, by clean-cut
poor
as
blank
any
inexpensivecheck
But
readers.
your
query
renewing
bring
may
of
use
wrong
advertised
contest
letter
every
against the list.
develop the
A
understanding of
guarded that
so
checked
once
97
LISTS
UP
four
under
chart.
the first questions
medium
in relation
territory:
Is the
territoryof this medium
for my
desirable
business ?
(2)
Am
(3)
Is this medium
I
this
The
prove
ready
do business
in this
essential
valuable
or
territory?
in
covering
territory?
first of
whether
to
these
demand
contemplated section.
questions forces
for his
the
advertiser
goods is certain
in
to
the
SPACE
98
Question 2 puts
having factory or
MONEY
AND
before
store
the advertiser
capacity and
right for his campaign. Without
medium
can
pay
necessityof
ities
distributingfacilthese elements
no
out.
question brings
third
The
the
of the circulation.
up
the
this
Upon
and
extent
point circular
acter
charletter
The
Card for scoring the advantages of advertisingmediums
a comparative basis.
on
eleven questions listed suggest important investigations into the value of a medium.
be matched
can
point
Upon the estimate (%) answering each question,various mediums
by point with illuminating results
tests
on
upon
the
As
three
(1 )
portions of the
own
periodical's
give
valuable
appraisement of
regards the standing
character
or
side
lights
its reach.
of
a
Is this
a
what
character
Bo
pertinent:
for
fit personal representative
medium,
questionsare
"
(2)
field
are
my
conclusions
own
my
as
ness^
busito
the
of the medium?
its readers
"pinion of
trust
it
the medium?
"
what
is the
readers'
MAKING
Will
(3)
advertisement
my
similar
company
medium
what
"
right, it is worth
What
need
What
has
sure
be
may
Is this the
medium
Am
to
I
it
satisfactorily,
tests
be used
that the medium
by three
will help
of ihis
the readers
to reach
with
in
of
prospects
of
regard
the
to
rules
space
able
display, prob-
ing
closrates, style,size,position,
medium
these
answer
has
of
in its
correct
copy
my
etc?
for any
sheet
test
ground thoroughly.
are
sure
questions.
each
above
One
facts
have
prominent
submit
medium
and
develop
particular reach,
unprejudiced
the
of
examination
valuation
final considerations
restrictions
and
amination
ex-
an
replies covering
questions and
The
to
however, will bring out, in unexpected
genuine
rectly.
cor-
questions:
full advantage
this medium
sponsors
will
buying
reaches?
advertising manager
and
for
demand
necessary
particular classes
the
taking
dates,
the
the
of this medium
probable
the
layout of
and
increase
medium,
a
these
right time
Is the tone
of
the
self of
one's
readers
have
tested
this medium
which
to
f
appeal
The
now
profitableprospects.
of the
passed
to make
This
(3)
the
!
remains
(2)
make
represent
or
If the medium
(1)
peting
com-
U
aa
of medium
remind
to
percentage
power
only
opinion of
product?
my
(2)
who
percentage
use,
and
prosperous
is the
character
while
of readers
(1)
in
?
Supposing territoryand
character
be
99
representativebusinesses
and
be
LISTS
UP
of the
of its
advantages.
use
a
ways,
space,
"
its
XV
CHAPTER
How
Much
the
WHEN
expense
advertising
up,
items
the
among
study should
fix
sizes and
fop
expense
should
efficiencyin advertising year
"Our
to
rule,,,says
use
a
a
in the
page
of
cost, which
is made
not
be
luck, selling
advertising
and
year.
department
store
expense,
for
will make
leading
left
Experience
after
three
year
by
chance."
standard
order
the
determined
main
some
Advertising
for
estimate
be
to
"the
and
hypnotism
space
Spend
to
greater
advertiser, "is
daily and
newspapers,
Sunday."
"My
plan,"
the
says
manufacturing
I shall
as
size
idea
of your
that
is not
advertisement
business
is
to
to
decrease.
may
give
going badly
space
Reducing
your
and
such
use
cern
con-
a
the
the
prospect
that
offer
your
trustworthy."
Other
advertisers
inch
two
forced
of
manager
engine parts, "is
be
never
advertising
tell of their
multipage
space,
built
success,
space,
or
some
on
use
of
trary
arbi-
other
investment.
Is
there
any
which
the
real
rule
will
or
serve
estate
man,
principle
as
a
the
underneath
guide
local
to
the
business
this
store
man,
fusion,
con-
tiser,
adverand
SPACE
102
AND
onstrating photographs
fitness for this and
were
would
to
necessary
that business
inquirythat
an
MONEY
clearlyenough
to
sales interviews
mean
Its
prove
rant
war-
and
a
demonstration.
was
appeal, like the first,
second
;The
of
ia motives
to motives
profit,but
strongly
deeper, more
controlled and requiringstronger appeal.
Thorough analysis of the motives underlying your
sale will go far to gauge
Self-indulgence
your
space.
utilityand
acts
quickly and
and
sharp. Wherever
copy
your
has
eagerly ; the clever appeal
more
however, always
rule
there is something
to
give.
to
news
leave
table
the
applies in advertising. Don't
than
space
seems
advertisements
of
Size
necessary
is
as
big or unusual,
rule of
a
health,
the
hungry;
tell it all.
same
less
Use
hungry.
the reader
leave
"
It is
to it is short
accidental.
yet almost
from tests and records
only real standard must come
of similar pieces of copy
showing the relative efficiency
in space of various sizes,
shapes and positions. One of
in this study has
the advertisingmen
farthest advanced
The
fixed upon
his
five
a
or
six line classified advertisement
as
line display next
fifty-six
and net cost increasingrapidly up to full
most
efficient,
size. Another
advertiser has, through his records,
page
only
developed the fact that there are certain seasons
cheapest producer,
when
big
space
pays.
with
Tests
of each
few
size,and the choice
high-profitsales and many
the effectiveness
will show
then
is
merely between
a
lower
of
sales at
a
rate
gain^
The
claims
store
must
manager
of various
may
be
store
also
compromise
departments for
judged
as
a
between
space.
Each
the
partment
de-
tion.
separate selling proposi-
depth of appeal,the length
Cost, possibleprofits,
of
the
actual
message,
the
special appeals, the
news
HOW
MUCH
element, will decide
AppropriationBest Adapted
Advertising
the
Your
to
most
considerations
same
advertise
world
advertisers
small
officers of
Sales
and
Plan
great
best.
of
even
less
finance
them
Sales"
at
and
mouth;
to
foresight.
to whatever
many
executive
The
conferences
hold
concerns
new
upon
extent
seems
spend seventy-fiveor eighty
season's
their
"Opening
hand
merchants
Many
will
from
with
and
propositions,
of
Business
help to fix upon the
paign.
profitableadvertising appropriation for a camof the largest advertisers in
In practice,many
These
cent
partmen
de-
different propositions
between
as
dozen
a
single page.
a
Fixing on
the
103
accurately between
as
announcements
on
SPEND
TO
advertising appropriation
cut
Taken
rates.
a
as
per
on
percentage
income, the advertising appropriations
of big businesses
are
timidity itself as compared with
the plunges of such small advertisers.
Advertising is
sellingcost
or
item
only
one
with
others
of sales expense,
into
a
and
balanced
be
must
competition.
total that meets
MississippiValley department store executive
conferences
each buyer forecasts the
are
held, where
In
one
popularity of his lines.
With
president and executives
advertising appropriationfor
the
Another
is
now
that
to
store
and
one
one-half
hopes with
he
one
advertiser
per
cent.
dealers,has
maximum
fixed
for
of
A
his
new
a
the
week,
or
a
space
basis,
efficient
month
a
ahead.
appropriation
of sales
window
as
most
that his
cent
show
national
upon
judge
writes
per
leaders
these
income, and
to
reduce
it
working through
advertiser,
ten
campaign.
engine control devices
per
of
cent
national
Another
makes
expenditure seventy-fiveper
his
cent
income
as
a
tiser
adver-
tising
monthly adver-
of the net
profits
SPACE
104
his average
from
dull
problem
month.
in each
roughly
to
Net
soon
as
re-ordered.
long
profit,it
a
pays
As
is
solving the
propriat
ap-
follows:
$50.00
25.00
$75.00
profit
gross
expense
75.00
profit
$ 2.50
"
shows
clear," it is
at
in certain
capital invested
as
once
space
kept busy.
prominent advertisingmanager,
A
ing
result-
$77.50
medium
any
ganization
or-
average
date, 10, at
of $7.75 each
Total
order
order
advertisingexpense
Orders received
As
medium,
as
Space in Magazine No. 1
Inquiriesreceived,100, with
follow-upcost of 25c each
Total
mail
A
inquiry and
every
of space
use
MONEY
season
down
traces
from
AND
whose
covers
copy
the world, writes:
' '
keep
must
The
appropriation should
An
Where
its task.
Ours
retail merchants.
tributio
sellingour line,and the disExperifigure. ence
stores, chieflyset our
shows
what
rated
pro
a
the
to
as
of merchants
of such
it is then
big
as
coming
customers
number
soon
be
the
' '
upon
prospect
new
and
appropriation should be,
the cost of the product.
must
be sought for every
sale,
the advertising appropriation has constantly to open
virgin fields.
Where
and
customers
you
appropriation may
parallel with
the
Advertising
sales.
It may
agents may
be
many
advertising
proportionatelyless, increasing
growth of
has
your
your
business.
other
meanings
get, introduce
and
be essential to follow
than
direct
assist salesmen,
advertising and
necessary.
Sales
receive
expense
only
is the
its share
or
get the
by letter may be
Advertising
constant.
Expensive follow-up methods
returns.
should
advertising to sell regular
are
recurring demand,
a
up
of the
appropriation.
CHAPTER
How
Start
the
is the secret
of
to
READINESS
advertising
no
the factors
are
less
to be set
in
is needed
XVI
checking
in
success
in time
campaign
a
tune, that great
and
care
for
preparations
your
"
manifold
So
military.
than
over
Campaign
an
advertising season.
A
million
Coast
neither
was
plans, offers
the
lots
acre
developments,
premiums,
demanded
the
on
All
worn
so
successful
among
for
up,
into
advertising was
the
attractions,
When
necessary
a
was
actual
to
possible buyers.
105
or
and
before
circulars
investors
devices
this
of
development
and
builders
ordinary turns
out.
for
of watching
imitations.
Booklets
home
ideal
almost
under
newed
re-
however,
When,
extra
eighteen months
market.
the
public
the
many
promising
wherever
were
startled
a
as
Possibilities,
inducements, that the campaign
and
proposition ran
found.
future, until
convincing.
nor
actuallyput
were
a
separate times.
four
Advertisements
put
as
Atlantic
the
on
conditions,the public, tired
suburban
failure
novel
' '
venture
advertised
promises
and
interest
* '
real-estate
and
talked
was
fact it
dollar
lots
were
tributed
dis-
were
were
to be
of advertising
sales opened, flamboyant
get the dulled
attention
of
SPACE
106
Thia
the
AND
illustrates
instance
extreme
MONEY
advertising campaign when
a
some
tendency
one
or
to open
more
tials
essen-
yet ready. One manufacturer lost heavily
he prematurely advertised
article which
an
was
not
are
because
unexpectedly delayed in manufacture.
against the delay actually forced
for six weeks.
extra complaint man
an
inaugurated
volume
letters protesting
him
to
employ
Another
tiser
adver-
states.
campaign covering seven
his office force
inquiries demoralized
of
swamped
The
the
field
making calls and
almost
men
whom
on
rested
getting orders.
total
a
The
a
loss,but
Not
and
the burden
only
it dulled
the
was
of
paign
cam-
interest of
the
choice prospects.
To
avoid
this
condition, the
progressivelumber concern
in the campaign, against
before beginning to
fall
the
of these
campaign
which
he
in
is
the
date.
It is
the
many
advertise
rare
he
checks
right and ready
have
to
whole
Nothing
for
his preparations
spring
the
indeed
merely
and
factors
is
;
each
campaign
passed
for him
involved
proved out*
a
general
"
"
over
to lose
to
be
sure
without
tion.
considera-
ence
positionor preferin
submitting
all mechanical
cop}'
plan of checking
the
campaign
experiencesmust
made, successful pieces of
it is set off.
considered, tests
in
policy behind
and by hisi daily card
each
piece of copy
nated
prepared at a desig-
a
right before
been
table of factors
checks
periodicalbecause of delay
furnishing electrotypes.
Most
advertisingexperts have some,
in
a
that the executive
sure
plans ahead
element
or
items
but he makes
file he
out
table,revised and augmented,
the opposite page.
Its adaptation to paron
ticular
campaigns is easy and worth while.
Many
way,
made
a
This
building seasons.
is shown
of
advertising man
Past
provisionsmade
to
is
have
copy
avoid
a
III
"II
PREPARATIONS
CAMPAIGN
CHECKING
Season
of
Classes
Plans
Prices
_|Appropri
Sales
Schemes
Last
Season's
and
Inducements
Record
Determined
and
Apportioned
ation
rf
Demand
Prospects and
Goods
Selling
actoryand
Supply
Periodical
Facilities
Advertisements
Ahead
Days
Booklets
One
"
Card
and
Seven
Letters-
Feaci
Ahead
Month
Signs -One
Circular
Ahead
Month
Bill Board, Wagon.
Copy
"Tt"
Advertisements
Newspaper
Day*
Ahead
Bulletins
Ahead
Days
Ten
Enclosures-
Sales Force"
Ahead
to
Five
Days
Adver-
tising
Campaign
Photographs
Cuts
Advertising
Mats and Electros
Paper Stock
Ready?
LitettMM
Manufacturer's
-
Material
Booklets
Circulars
Proofs
Letters
Form
Samples
Fence
Mediums
Sales
and
Posttio*
Space and
Newspaper
Bill Board
and
Souvenirs
and
Prospect
Lists
Contracts
Novelties
Delivery
Facilities
Sign Painting and
Printing
-
Work
-
Addressing
and
Placing
Enclosing
Placing Advertisements
Keeping Stock on Priated
Tests
and
Records
Keys
Checking
Record
Specimen
This
chart
campaign
II
flan
Blanks
Files
for a well-balanced
of the preparationsnecessary
advertising
enables the advertiser to challenge the readiness of every
sary
necesfor follow-up of the tardy features
factor and arrange
IIB
SPACE
108
hitch.
The
which
in
campaign
The
Definite
the
are
local
advertiser,
choice
of
Store
Campaign
which
has
and
of
offered
in
to
be
and
his
trade
better1
quick
than
is
appeal
into
appeals
the
and
the
your
correct
success
out
an
of
a
has
He
policy
tiser
adver-
advertising
number
exact
his
hurry
his
expect
store
or
store
the
at
tween
bewith
plans
his
to
as
the
his
trade;
best
actual
values,
bargains
built
confidence
lowed
fol-
planned
and
and
unforeseen
campaign.
insert
to
campaign.
details
thus
day
hinting
settled
a
desirable
campaign.
often
by
the
mechanical
freedom
very
of
often
to
come
so
represented.
throughout
It
sale,
merely
or
has
after
day
with
successful
in
The
concerned
sales
force
paign
cam-
mediums
specially
One
or
territory.
many
underlying
any
by understating
that
is
Local
a
concerned
not
unusual
by advertising
so
He
gives it power.
campaign
and
has
favor.
national
a
and
less
he
the
developed
pieces
is
of
of
mediums
however,
and
copy
back
momentum
and
Plan
the
things
choose.
to
routine
policy
into
territory,
which
his
Force
copy,
and
attention
special
for
tests
vim
get
important
most
with
starts
themselves
Building
MONEY
AND
given
The
error
campaign
But
should
to
keep
advertiser
as
timely
it
which
the
be
basis,
the
for
anticipated
check
with
develops,
otherwise
the
on
free
and
plans
progress
hands
thus
would
the
can
bring
fail.
STRENGTHENING
THE
BY
Choice
To
Copy
Made
Be
ADVERTISING
DETAIL
TESTS
How
To
CAMPAIGN
To
Keying
Use
Put
Out
Test
the
How
Test
To
Check
Up
Parallel Piece*
Altered
Only
Necessary
(o
Each
Class
under
M
Test
to,
for Reply
tn Order
Direct
list
Through
to,
Circularize
Copy
or
Seasons
of
Showing
(%)
Definite
of Average
Group
Prospects with each
Each
on
on
Dates
Reach
High-grade
Best Selfiag Liaes
Circulars
List
in Order
Various
"\sso
or
Average
Prospects
oat
Advertisements
(%)
District
Advertise
Several
of
Showing
Every
Same
Localities
in Order
All
"estSetliag
(%)
or
Rep-
Circulsrize
of Best
Returns
through, Dealer
or
Mediums
Advertise
Premiom
or
or
in Varioaa
Class
Coupon;
or
Booklet
More;
or
Advertise
sCopy
Address
Claas Lists of
a*
Suit
Key
Each
Order
In
Advertisement
of
Response
(%)
Advertisement
Selling
Schemes
List
in
Order
of
Response
Make
Teat-chosen
Copy
st Same
Times
in
or
Coupon
Booklet
or
Premium
Direct
for Reply
All Mediums
Test
under
Address
Dealer
through
Assemble
Keys
or
Net
Returns
and
Cost
and
['",,)
Inquiry
per
Order
per
off
Check
Circularize
Profitable
Mailing
Under
Return
Mall
EschUst
card
under
List
New
Ones
According
to
Which
Posts geYielda
Postage
Greater
Profit (%)
Net
2c
Under
Stamps
Send
Circulars
to
Similar Lists, orCrosa
Pieces
Worthy
Try-out
of
Advertisements
Various
Assemble
Key
in
Inexpensive
Every
Circular
Copy
or
Except
for
List
or
Styles
Illustrations
.Good
As
so
Color
Printing
Black
and
Copy
Cheap
on
of Copy
Piece
Key
Every
Style
in
Mediums
Identical
or
Except
Copy
Style
Different
Cross
of
Profit (%)
Each
Every
on
Net
Returns
Order
Similar
Circularize
Identical
in
Insertion
Mediums
Copy
or
Lists for
Other
the
All
Letters
from
Discard
Note
Key
sad
Sumps,
lc.
Unclaimed
Two
to
Parallel Lists.One
Identical Copy
Card
Differently for
3c Postage with
Usrsf
Return
Key
by
Compare
Whiter
as. to
of Colors
Use
Expensive
or
Similar
Every
List
on
Style
List by Sizes Show
Testt -chosen
Most
Profitable
Copy
Space
to
of
Cross
User
Standard
Mediums
Sizes
Paying
Positions)*
Test-chosen
Pieces
of Copy
Better,
Each
Piece
in Various
Positions
Known
Size
Each
Key
or
Cross
Best
in Several
Various
in
Mediums
Key
Each
Piece
of Copy
ing
Best
Per
*IK
)
Profits
in this chart develops the test of one
important
portant
imThe expert advertiser carefullyworks out the most
of the tests as the basis of future campaigns
horizontal column
advertisingdetail.
Also
Cent
List by Keys and
Assemble
Keys by
Positions
Showing
Best
Each
Profits
and
(Net
XVII
CHAPTER
Mediums
and
IN
York
New
a
for
mail
renewal
a
the house
when
crude
almost
"
far in the
theories
court
But
unlike
the clever
Straws
how
before
tests:
copy,
when
copy
the
has
on
up-to-date
leaves
The
good thing ; but results and
not
The
the
way
The
go.
beginning
(2)
the
made
are
goes."
it goes
judging
in
and
a
the
The
public
advertisement.
an
will not
be flattered.
it will indicate
to
decision.
the
wind
blows
makes
three
judgment
in which
111
and
advertiser
shrewd
campaign,
public pass
mediums
it
shows.
average
its future
pleader
He
and
courts,
incorruptible1
other
will
far better than
are
tests
"If
be influenced
will not
show
stituted
sub-
his experts have
business
of last resort
court
The
a
demanded.
are
It is
form.
of the firm has ordered
and
But
ago
years
rear.
of experts is
criticism
is the
' '
vertisin
the ad-
among
clerk
minor
head
advertisingcopy.
with
So
joke
a
the office agrees
letter gets the
ridiculed
is
a
of times
score
ing
certain letter ask-
a
the letter lacks
The
clumsy.
'em.
go-and-get-
copy
by
young,
letters which
"old
house
of business
was
destroyed a
it
order
Written
men.
Copy
Best
Your
Testing to Determine
the copy
tests
of
tell
today,
important
(1)
is
on
his
placed
GREATER
112
and
(3)
After
is
copy
It should
to
be
for
to be
the results
used
effectively
try copy
the mediums
approved, it ought
keyed and
method
A
field in which
the
on
RETURNS
by
out
put
trial.
on
carefullychecked.
advertisers
big
some
general campaign in
a
circulate.
is
metropolitan
a
a
daily,a small town
farm, trade or class
newspaper,
publication,various standard magazines and a woman's
to pubjournal. The copy is exchanged from publication
lication
and perhaps inserted
magazine.
find which
to
easy
By keeping
Some
firms
for years.
sort
mediums
and
what
bring
each
should
he
with
If his best copy
/'take"
their
on
him
of this
they
start
and
what
offer.
at the
from
receive
indicate
he
had
long
falls
mediums
he
that
knows
the
mediums
has
he
The
beginning
figures which
in his best
before
trouble"
"copy
consistentlystrongest.
which
standard
same
sales it is
kept records
copy
theoretical
below this theoretical
locate
of
returns
circularizingschemes
experience.
is
also has before
of returns
in the
accurately before
best
the
certain
test
the number
and
know
times
repliesand
agencies have
pieces
advertising manager
of
of
count
advertisement
They
campaign
a
several
campaign
must
be
may
staged.
How
to
Make
Tests
for
Will
Testing
the
investor
in
Pull
Pieces
test
of any
conclusive
pieces of
the amount
returns.
as
copy;
of
the
to
but
of space
In
the
gambler
advertising. Testing with
scheme
it
to
Cincinnati
about
publicity.
pulling
a
to
and
genuity
sufficient in-
the
Not
worth
and
only is the
of alternative
power
frequently shows
use
That
Best
settles all office doubts
method
of Copy
the line between
marks
copy
the
the
advertiser
get the best percentage
test
showed
a
manufacturer
of
COPY
TESTING
that
certain
a
results
The
copy
turned
a
secured
in the
same
losing
venture
him
mediums.
into
a
one.
Trial heats
After
race.
his page
as
in cost
difference
paying
advertisement
single column
good
as
113
will in the average
tests
which
made
are
brings the
of the
ment
checked, the advertise-
and
most
the winner
show
business
is
strengthened by
inserting the sellingpoints developed by less successful
the
and
copy
is
follow-up correspondence.
ready for perhaps
now
a
The
final test and
tiser
adverthen
the
campaign.
FORM
I:
card has been found very convenient for recording and comparThis 8x5
ing
from tests in various mediums.
of orders only.
This form takes account
The variation of this form which
has been most
successfullyused is a separate card
for each piece of copy, so that the returns
in various mediums
advertisement
one
on
in column
for comparison
are
returns
There
for
man
two-inch
ten
running
piece of
one
advertisements
years,
The
advertisingmanagers
are
that
building fortunes
test
copy
in the other
"
is
hardly
indeed
copy
twice, and
have
run
of
seven
can
there
a
are
for
unchanged
figures.
less valuable
it alone
"fire"
would
who
decide
in
one
case
whether
than
old
or
GREATER
114
new
is best.
copy
RETURNS
It assists
less in
no
booklets and dodgers than in
letters,
for
advertisement
After
in
man
seasonable
protestedthe
beyond
letter to my
same
vehicle man,
next
season
to
old customers
V9
ing
again lose time dur-
"Must
I
Where
is this test idea
going
end?"
to
took
down
the various
test
He
clever
Year
his circular
piecesof
letter file and
'
these two
after year
masquerade
before
the
of
a
singletest
A
magic appeal.
true.
make-up
compared
he felt that in two
Soon
copy.
the
paragraphs lay
proved this
of
farmers
the
brand
paragraphs of strong appeal
that
county
personal letter. And
new
worded, the tested appeal has
to
brought business
through this thing again
business harvest?
my
town
seat
letter that
repeating the
avoid
campaign, an implement
in Kansas
perfected a
annual
an
hopes.
I go
Must
on
county
a
circular
his fondest
' "
$5-a-linespace.
tests
many
perfectingcircular
planning a "repeat' "
never
stale
grown
under
newly
or
failed
get the business.
Having
local
built
publicly approved
advertiser
classes of mediums
the
copy,
still determine
must
and
what
other distribution
he will
during the
test
general or
what
individual
territory,
or
periodicals
tiser
adopt. The experienced adverwith low rates but limited
has a list of publications
ratios to the national
circulations which pull in constant
Advertisements
mediums.
are
placed in these mediums
copy
territoryand
Testing
an
of
the
results
classes of circulation
advertisement
the returns.
thousands
and
Here
as
presupposes
is the
crux
of
advertisingdepartments.
advertisers
in the
world
are
are
well
a
the
Some
"going
for
checked
for copy.
as
way
to
tify
iden-
in
difficulty
of the
it blind'
gest
big'
on
COPY
TESTING
strength of good luck.
the
contrive
to
will go far toward
Standard
and
has
who
or
the article is to be found.
In
preparing to
dealers
to
where
in
business,when
into
which
Anything
key
coupon
to the
medium
be
national
new
paign
cam-
manufacturer
in
got
typical cities
tested the
then
new
especiallystrong
two
also
with
the
that
possibilities
the
by
with
of
results
shapes
"
the paper
numbers
or
The
names
correct
net
crease
in-
advertising
the
facturer
manu-
confidence.
ordinary
The
addresses.
The
sales.
;
advertising is
methods
are
the
identifyingthe
and the varying
and
cluded
initials in-
address
used, as it is constantlybringing mail
should
not
due
advertisement.
If this
over
the
and
styles and
by the type,
in
any
unlocks
street
He
campaign
campaign.
departments,
never
the
of various
"
a
dealers
compared
such
expenditures,showed
went
by
recording
cooperated by
dealers
given publicity.
represented in these cities. The
well
mediums
of
by. The customer
advertisingasks where
is kept of inquiries.
sold.
been
been
corner
its
it
one
in the local newspapers
national
to
line
a
obscure
an
has
consumers,
the article had
copy
a
the
back, from
for months
records
passes
Count
market
and
to
which
gown
frequently tests
store
by moving
shopper
attracted by
been
Various
Ways of Keying Your
Pieces of AdvertisingCopy
casual
The
been
advertising for
Novel
the cloak
room
have
men
devising helpful tests.
advertisingmethods
the
tisers
adver-
analyticalability
ingenuity and
great Chicago department
A
These
key their
to
ways
lines
in most
test; but
of smaller
Thousands
following their example.
are
unable
115
keying is crudely done, the reader
having his scalp hung
at
an
is
annoyed
advertising
inquisitive
man's
belt.
Advertising
such
an
"hour
of
certain
piece of goods
it is
farmer's
a
is named
The
local
' '
for his
in
dealers
World-wide
preparations distributed
inabilityto
the
actual
trace
strength of
local demand
it is
a
A
sells direct to the
its free
pamphlet
another, the
key
other
an-
advertisement.
sumer,
con-
"How
book
same
uses
cates
indi-
to the advertisement.
and
pens,
in
toilet
acknowledge
through retailers,
"meter"
sales; but successfully
and
territories
trade
by
and
field men,
reported by dealers and
as
in
;
handling the goods
fountain
mediums
copy,
certain
a
's watch
man
by
A
5 is the
style and the
A
clothingmanufacturer
key. In style 345, the 34
Feet.
Happy
town
one
stores
in
an
advertisement.
In
which
Glad";
Feet
Your
found
been
watch; in another
publicationcalls
one
' '
house
time,
its advertisements
of
business
man's
goods.
certain
a
sale," has
railroad
style number
the
at
key for the local merchant's
in
Make
a
develops
for the
asks
thing
its watches.
manufacturing
shoe
certain
is called
watch.
effective
a
a
keeps track
company
naming
do
to
which
one
key for the local merchants
effective
watch
purchaser
the
holding
as
key is
cleverest
The
unavoidably when
to
RETURNS
GREATER
116
for
of requests received
by the proportionate number
advertised
various
booklets, sample packages and
the
like.
Where
your
in the
to
the decisive
case
mediums
copy,
of smaller
and
articles keen
know
exactly
where
advertising checks
may
not
be
large expenditure,
out.
business
be
personal field
an
absolute
made, these long-time records
efficiencyare
very
valuable.
often
originatesand
Although
back
checked
in
follow-up. Even
advertisers
great lengths in correspondence and
to
a
field,sales should
automobile
as
the
product represents
how
to
go
work
the
check
of comparative
GREATER
118
In the
tests
run,
territory and
similar
mediums.
Single
however,
How
Guard
to
days of light store
on
to other
advertisements,
businesses
that
proves
mediums
order
the
when
that
same
body
copy
is
changed
one-time
The
and
advertisement
his
to
of his farmer
reaches
his
Saturday
Local
which
Continued
The
right time.
Rainy
celebrations
between
test
affects
interest
and
or
some
on
which
to
season.
while
the
make
seasons
and
waiting buggies
clever
until the
merchant
of
campaign.
power
acted
sale, has
the
calamities
buying
for his
announcements
Monday"
ditions
con-
distributes
who
get attention
not
Friday with
"First
seasons,
druggist
side in the
home;
or
the
whether
season
per
before
returns
from
most
cost
by, test the best time
the curb
drive
"the
of
years
in
in mediums
best
some
investigateneighborhood
must
his farmers
who
the
not."
prospects, may
Saturday night
at
or
appear.
advertisingat
In
several
that
readers,regardless
determine
can
well
whether
best
of
local merchant
proportion
considered.
of their readers
mass
results
advertising is continued
up
ditions.
con-
ing
strength of compet-
the
all be
propositionskeep
change the
of
of copy,
advertised,and
the
as
order
out
proposition "pulls"
first
advances
mail
advertising for
of
and
Make
May
Deceptive
Position
must
record
a
That
produce
of space,
amount
in
campaign
light of varying
advertising far
days in the week.
printed, the
in the
will
are
covering short periods,
AdvertisingTest
newspapers
orders
identical copy
or
Features
Against
an
Certain
records
or
be considered
must
the actual
to
similar
with
tests
inquiriesand
both
on
develop helpful ratios
to
sure
long
RETURNS
farmer
make
Every
marks
read.
ences
differ-
condition
on
the
MEASURING-UP
advertisement.
of your
record
is to
clear
and
campaign
thousand
a
or
campaign
Within
fifteen
had
which
with
went
green
under
one
and
two
campaign
different
on
difficult sale.
put
the main
making
copy.
once
carrying these pricesof
up
the returns
to
from
an
end
test.
and
the
the
the
dispatch are
(3%
the full
the tests had
before
the press,
Accuracy and
by
on
told
have
set of
One
copy
stationery
a
; but
the
leading.
mis-
test
able
season-
workmanlike
profitablereturns
At
out
campaign
Comparative tests
loss.
out
almost
came
to mail
recently launched
stylesof
scored
on
only made
after
had
very
inated
elim-
have
fine
names
a
conditions
literature
a
test would
A
stale.
was
let
in the book-
made
postage would
cent
manufacturer
eastern
seven
at
stamp
Dissimilar
dealer
of
been
ters
the let-
jobber carefullytested
same
postage, only
cent
the
An
the letter.
list
The
had
high-grade
under
story.
one-eighthof
than
unclaimed.
the
case
hundred
two
the entire
ordered
these losses.
another
under
dred
five hun-
postage.
more
serious mistake
a
both
fifteen
days,
cent
testi on
a
of the copy,
two
back
come
Moreover,
In
under
out
thousand
ten
siasm
jobber, in his enthu-
the
but
names,
the cleverness
over
urged
between
enthusiastic
An
list of
or
once.
conditions
vary
a
the cost
of it at
curbed.
advertisingman
The
names.
to
appointm
dis-
conditions,
will balance
the most
be
must
to avoid
way
less favorable
jobber secured
Northwestern
sure
which
plan
a
profithere, to make
personal temptation
a
The
test
under
test
and, having found
A
119
TESTS.
TO
tests
commercial
per
cent)
campaign
was
ing
delay in mak-
brought the
season
supply of literature
campaign proved a failure.
the essentials of campaigning
full
XIX
CHAPTER
and
Records
Reference
Keeping
men
Speci-
Advertisements
in
CENTER
responsibility
for accurate
full
advertising,its
your
adroit
An
business
and
its returns.
man
who
has
a
losing a single count
in
for
dropping
has
man
found
in his
that
from
the seed
eight
from
of past results.
such
results
"
mail,
selects
Often
mediums
most
an
decided
testingand
This
'
by
strength of
opinion,
winning
is his record
is
that he
keep
can
glances through
who
or
identified
un-
spring.
believes
who
will
paign
cam-
few
a
discard
to
of this advertiser
head,
the
him
of
cent
for
might
he
order, or
an
sales
man
in his
estimates'
profits into
upon
skilful test
a
fifteen per
to
lead
which
The
business
count
to
of the chief assets
One
success
advertising test,than
inquires might
"
built his
against his auditor
error
an
profits. Failure
copy
files of
significantcipher in the ledger.
a
within
average
worse
and
records
cost
advertising,charges
the
efficient person
responsible and
one
various
tests
the
and
deliberately draining
loss.
advertisingman
way
record
advertising
to
must
establish
and
assert
maintain
a
system in the office routine.
manager
who
1*0
had
in the
himself
worked
out
genuine
A
sion
divi-
tested
RECORDS
KEEPING
office recently to
York
The
his
follow-up literature
and
copy
charge
pocket
the copy
tests
about
card
record
a
"That
I
from
date records
the advertising man;
dav
I:
The
went
average
He
drew
from
that in three separate
general manager's
without
tion.
ques-
getting up-to-
correspondence department,"
"but
I have
seen
a
inquiriesin
said
large number
the mail
from
dav."
to
FORM
New
lagging business.
bad.
proved
say
miscellaneous
and
of coupons
was
the
was
cannot
the
for
the
to
proved itself high-grade. "How
had
now?"
returns
and
called
was
account
that his copy
was
121
A
bandy
card
for accounting orders on one
during three months
advertising manager
into
of
returned
follow-up division
forty inquiriesper day
the
piece of
copy
n
ium
singlemed-
a
to the branch
found
and
on
a
office,
that
an
$22.50 propo-
122
GREATER
Bition
being allowed
were
follow-up at
three
literature.
no
records
the
street
Checking
eliminated
the
is the most
actual
from
gives
piece
one
A
months.
inquirieson
of
total
subsequent
The
the most
that
for
space
the business.
follow-up
and
machinery
less
no
of
copy
same
as
well
in
as
simple
a
than
care
card
This
in
the
be
has
card
the
column
for
tage
advanand
the
grand total.
sales,a card
is
three
used
is wanted
form
inquiry,follow-up literature
This
orders
during
can
of each
the
of
record
medium
one
copy.
order.
the
of funds.
the
an
the
would
desk
from
abused
it merits
in automobile
as
with
race
examples, it is nevertheless
colored
recording
(Form
of doubt
enabling the addition
Often,
a
vertisi
ad-
The
up.
cashier's
the
different
by months,
often
were
keyed envelopes from
at
and
; and
envelopes
correspondence had
of tests,records
machinery
valuable
I
'keys"
properly checked
was
extreme
disbursement
Form
ing
work-
was
careless letter opener
a
the
to whom
returns
are
businesses
many
by
this element
these
that
true
for
basket
keep the
to
porter
While
cause
be-
demanded
and
perpetuallyrunning
was
man
*
department
or
given before it
have
rein
in well but
inquiriescame
and
by stenographers
flames.
of this sort
for work
advertisingmanager
an
into the waste
colored
department
in the
kept tight
low-up
the fol-
on
employer prejudiced against his publicity.
an
Orders
been
drawers
uncared
instance
to convince
thrown
keeping
day.
every
bearing
ness
through the careless-
stock
poor
desk
head
proper
In another
and
The
with
crammed
intervals
and
perfunctory
stale for
to grow
weeks
of subordinates
were
RETURNS
handily kept
on
a
and
3x5
the
card
II).
willingnessto keep records
often
is
hampered
by
iack of
Chicago
One
system.
books
scrap
kept until
pasted
were
of date.
out
Then
stored
in
covers,
tied up
and
the
vault.
To
each
advertisement
slip showing
the
total
of times
number
the
cost
various
of
it
departments
of
the
printed
inquiries traced
appeared and the
it
a
in detail
sheet shows
Another
ran.
proportioned
advertisement
the
and
sales
and
file in
confidential
a
pose,
pur-
from
removed
were
dinary
or-
books;
sheets
is attached
in which
the medium
the copy,
manila
on
they
the
to
the
largest size loose-leaf invoice
advertisements
The
findingthat
man,
large enough for his
not
were
the
secured
123
RECORDS
KEEPING
among
the
store
the
indicated the follow-up mailings from
are
doned.
advertisement, until sale is made or follow-up abanover
The card is filed alphabetically
and a duplicatepaper slip,made
by name
the original,
The cards are conveniently
be filed geographically for reference.
can
printed and typewritten sheets of three
II:
FORM
time
an
This
the copy
out
In the left-hand column
inquirerresponds
with
the
plan
to
an
filing returns
of
is cumbersome.
much
success
past four
years.
on
system which
One
is the result of
The
of all sizes
propositions and
circular
also
on
letters
has
worked
ing
development durhas written
advertiser
placed advertisements
with
advertisements
a
dozen
and
and
different
commercial
GREATER
124
literature
at
various
on
the
bottom
offers.
ries
car-
in,five point type.
literature
circular
every
advertisement
Every
number
a
piece of commercial
and
RETURNS
letter
carries
also
has
number;
a
bottom, following
the
at
Every
stenographer's initials,a similar key. This
merely identifies every
proposition,but affords a
the
for
filing,noting
through
results
piece of
every
handles.
Periodical
in five different
up,
B, C, D, E,
the
advertisement
each
transferred
are
vault
every
letters
of the
top of
any
indicates
letter,or
record
at
goods.
In
the
folders
ordering
and
advertising man
subsequent
number
new
the
it is and!
kind
run
of
for
stockroom
give the
letter and
system
use
up
the
at
and
what
on
standard
a
class
circular
supply,
a
key
number
all
of
also facilitates stock
perpetual inventory
to
bersome.
cum-
different
on
under
way
the
file to
never
literature
letter and
The
This
wanted.
the
a
to
is to
are
are
tents
con-
identifies the advertisement
card
applying
circular
keeping
that
glance what
a
that is necessary
the
vertical desk
alphabet.
copies of
pasted. Folder
the
same
numerically
that there
so
from
commercial
one
the proposition
Three
not
filed in the
propositionsare
letter.
are
letters and
Circular
filed
are
They
so
year,
from
letter indicates
class
lowing
fol-
or
by the letters A,
usually put in
are
need.
copiesat
extra
of
each
basis
ment
depart-
the
is numbered
Specimens
for
which
identified
The
covers.
copy
folders,one
in
B26.
re-ordering
copy
copy
groups,
A25,
as
and
upon
not
circulars
which
while
enables
they
the
possess
sellingvalue.
The
cut, drawing
in the
same
and
way
the relation of every
and
specimen
file.
photograph
cabinets
are
ranged
ar-
ing
by letter and key number, showcut to the
advertising campaign
RETURNS
GREATER
126
perhaps,the
factors.
new
It would
colors, but
no
mail
concern
order
nearly
test
great
so
have
to test
easy
identical
does
not
in
out
adjacent
except for the
made.
been
have
to
seems
Another
illustrations to
colored
use
of
use
extent, considering it better,wherever
an
inquiriesfor
possible,to rely on
show
been
circulars
counties, two
unconsidered
perhaps other and
copy;
actual
samples
that will
texture.
but
Opinions
"
good luck and
the
record
of
be
cannot
advertiser
it to the business
through
"
great virgin field of American
Advertising success
Every general
Progress for both
tests.
no
to set
and
chasers.
pur-
in this way.
developed
local merchant
every
aside sufficient money
advertisingexperiments
owe
keep
to
a
and
experiences.
Having kept a file of advertising specimens and a
of costs, inquiries,follow-up costs, orders and
record
and so keyed the advertising as to distinguish
profits,
the different pieces of copy
and
different mediums
as
clerical expense
completely as
turn
can
with, almost
campaign
for
a
only
"On
a)
the
and
my
of
so
he
certaintythat
same
facts
the
out
map
and
trains
vertiser
adnext
plans
help. Of the
developed, the following
few:
propositionlogicalcopy
testimonials
name
his records
building or employs
new
vital business
many
are
to
advisable,the
makes
some
one
sells to
in her
men
;
with
but
a
to whom
town
well
ticated
authen-
wants
woman
she
can
go
the
for
personal testimony."
* '
Only
seventeen
mediums
magazines
and
Newspaper
inquiries come
of
proved
newspapers
curiosity seekers,
higher."
more
out
list of
a
profitablefor
cheaper but
as
the
thirty-seven
cost
seem
of
to
me.
include
orders
runs
BUILDING
This
advertiser
ON
great lengths
to
went
127
RECORDS
to
down
trace
inquiry and order to its proper advertisement and
hours of work
and letter
medium, even where this meant
that had appeared
writing to credit an advertisement
just
Now, however, he knows to a penny
years before.
every
orders
inquiriesand
what
only
what
medium;
and
but what
circular letters he
in what
he
mediums
after
advertiser
best
and
that
cost.
So
magazines that
reach
As
and
thereafter
the
tabulate
develop
the
may
sibly
pos-
he
with
eral
sev-
cost.
space
first advertisements
his
sells at
the
gradually
relative
creasin
in-
value
news-stand
constantly and
circulation,
stantly
magazines that con-
readers.
new
campaign
new
mediums
mediums
catch up
newspapers,
renew
prospect,
new
space, what
will show
records
repeat,
his advertisement
out
insists that
business,of
to your
holding
to
copy
each
what
until tardy returns
months
This
send
can
entirelyand
him
pay
pieces of
he shall re-order
cancel
must
pay
not
in every
cost him
date have
to
is to be
opened, therefore,
study
the results of
past campaigns in
efficiencyof
different
appeals,
a
to
way
different
different
piecesof copy, different stylesof illustration,
blind versus
sizes,different shapes and positions,
signed
advertisingand any publicityquestionthat puzzlesyou.
The
of
success
based
as
to
on
copy,
This
between
used
in
worked
but
may
an
evidence
prospects, fields and
used
the final
testingand
appeal have
are
be written
Store advertisingcannot
for
not
a
been
matter
of
mittedly
ad-
lated
accumu-
closelyforecast what
advertisingcampaign. The
that results
almost
of
amount
is
agency
can
mediums
making
out
the
seasons,
agency
will be accorded
advertising
one
publications.
reception
tions
propor-
mediums
carefully;
conjecture,
so
ahead.
so
easilybe put
on
a
ledger
GREATER
128
RETURNS
basis,but last year's advertising specimens and
will
what
the
to
suggest
storekeeper what
will be the most
and
illustrate
valuable
most
are
trade
most
sheet
sections
most
effort.
the
tabulated
are
week-day last
him
seasonable
A
of
chances
advertising
manager
desk.
form
This
is also
There
weather
or
He
sees, for
is not
day of
ought.
As
this manner,
of each
a
which
of stock
for
writer
calls the
He
be
looks
before
as
is concentrated
the
year.
on
ings
furnishthe
same
manager.
that
shows
rapidly as
on
that
it
line,
department is cleared
the
opportunity slips away.
day by day and
the
his chart.
over
department
moving
and
and
planning
When
manager's detailed charts
is not
the
regarding
notes
maintained
the standard
if need
by
year
and
year
In
the business
graded upward with
of false steps.
Experience is
it with
gets it
man
"
open
only of what
in
final word
the
advertising
basis
record
glass top of his
circumstances.
result,copy
wood
the
it shows
as
form
the
form
the
advertisement
to the
responding
cor-
and
day for the past
every
on
to
daily
a
This
department
department is steadied
minimum
handles
done
years.
cut
of its dead
section.
condition
the
style of hat
prices are
a
shows
room
up
other
certain
for the
instance,that business in the men's
Reference
a
today and
specialruled
a
other unusual
publicity,the
has
keeps under
of business
amount
will produce the
profit.
has
store
sales schemes
advertiser
store
year,
best to describe
how
as
the sales income
year,
develop each
to
clothing
for
of each
advertising expense
enables
store
buy this
to
and
what
department
which
on
well
as
mediums
it,what
and
need
or
Southern
A
popular
records
his
eyes,
like
advertising.The
gets it
a
on
paper
"
ledger sheet, on
advertising produces.
pert
ex-
and
the