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Tho rniiimhia Universitv Libraries reserve the right to refuse to accept a Spyfng oS H, in its judgement, fulfillment of the order would involve violation of tiie copyright law. ii f^ Author: Rubin, Mannin Joseph Title: ng ve sing pa P I ace : New York ate: [1913] MASTER NEGATIVE * COLUMBIA UNIVERSITY LIBRARIES PRESERVATION DIVISION BIBLIOGRAPHIC MiCR PM TARGET ORIGINAL MATERIAL AS FILMED - EXISTING BIBLIOGRAPHIC RECORD •m •*■•■ Business 263 •»v" ■R82 ' i Rubin, Manning Joseph, 1893- Making advertising pay, by Manning J. Eubin. York, The Hannis Jordan company f 1913] New 89 p. 18i' ^hOO On cover: Profitable advertising; how to write and where to sell. 1. Advertising. i. Title. 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RUBIN New York The Hannis Jordan Company Publishers Oo '\^u/';ix/v'^-*--^ ^ /*; '■' f Copyright, 1913 The Hannis Jordan Company -P253 (0 O s )■ List of Chapters Introduction 5" What Advertising Is 7'^^ Examples of Real Advertising "-i? Self-Preservation— The First Law in Advertising ^^'^^ The Appeal ^^'^7 How to Write the Advertisement 28-35 Miscellaneous Advertising 3^40 Catalogues, Booklets, House Organs. . . . 41-47 Magazines and Newspaper Advertising. 48-59 Circulars and Letters 60-69 Press Work 70-75 "Hints" 7^7^ The Market for Advertising 79-89 Introduction. This book is intended to be of help to all persons interested in advertisement writing— the merchant, the advertismg manager, and those who wish to engage in advertising independently. For the latter class the last chapter is intended, and the other chapters for all interested in af'vertising. This book is an exposition of the law and philosophy which underhe most successful advertising — whether the laws are applied consciously or uncon- sciously. In defining these laws, the writer is placing before the reader his analysis and conclusions regarding ancient and modern advertising, and in many re- spects the principles herein discussed are proclaimed and used by practically all students of advertising. Advertising is so complex and varied, that perhaps the only general dogma ac- cepted concerning it is Truth, and MAKING ADVERTISING PAY Truth may be presented in many ways. The fundamental law, to which the en- tire third chapter is devoted, is the one law governing all expenditures of money, and from that law springs all the philosophy of advertising. CHAPTER I. What Advertising Is. LIKE love and poetry, and many other things, advertising has been subjected to more than one definition, and one definition is hardly sufficient to explain it. In its modern commercial sense, however, advertising is that form of publicity, argument, and appeal used to sell something, directly or indirectly, whether that something be a food prod- uct, a suit of clothes, a household uten- sil, service, education, an instrument of pleasure, in short, anything for which people will spend money. Real advertising does not confine itself to business. Nearly all human in- stitutions use it and are aflfected by it, and it has been so for innumerable cen- turies, though only within recent years has the science of advertising become anything Hke a science. It is not hap- hazard now, nor careless as it has been. -All good advertising you see is carefully planned out before it is made public, and its intended effect is scientifically antici- pated. Certain results aforethought 8 MAKING ADVERTISING PAY are expected from the medium of the advertisement, from the arrangement, from the v^riting, and from the appeal. You may go to the Bible and to his- tory, and you v^ill find what a tremen- dous effect advertising has had on all worldly affairs — in love, war, conquest, government, religion and commerce. The next chapter will be devoted to an exposition of this fact. The lover with his pleas, praise, and acts; the politician with his oratory, logic, passion, and promise ; the lawyer with his arguments, his reasoning and appeals; the religious leader with his theories, expositions, logic, and promises of the particular faith, and all others who wish particu- lar attention directed to themselves or to their concerns resort, consciously or unconsciously, to some form of adver- tising. Modern advertising is mostly the re- sult of the straining commercial^ coni- petition. Every field is beset with ri- vals, and he who would win must adver- tise. This is hardly a supposition now. Merchants who have thought otherwise are now peacefully resting in the graves of commerce, and perhaps more than one rating has been cut by Dun's and MAKING ADVERTISING PAY Bradstreefs because the business weak- ened through lack of proper seUing methods, advertising included. People, corporations, specialists, poli- ticians, churches, societies, cities, coun- ties, states, and schools and colleges all resort to advertising. Many cities to- day owe much of their prosperity and fame to proper publicity. The average voter would smile derisively if told to what an extent advertising influenced his vote in the last election. More than one candidate has been swept into office because his campaign managers have conducted successful advertising cam- paigns. If there are ten rival concerns, the one doing the best advertising will get ahead of the others, everything else being equal. Advertising has already proven its desirability. It is to the pubUc what the dictionary is to the writer. It enables a person to get the right thing — no mat- ter what it is. If a person wishes to get an automobile, for instance, he may, by reading over the advertisements in magazines, determine just which one he wants, according to price, quality, and utiHty. Or, if he wishes to send his child to an educational institution, he 10 MAKING ADVERTISING PAY ^ can choose the kind he wants by perus- ing the advertisements in magazines and new^spapers. Advertising is responsible to a great extent for the high and sanitary stand- ard of living nowadays. It has edu- cated us into a knowledge of many things; it has taught us into knowing the Genuine Article, in any shape or form. It has effectively aided in driv- ing out dishonesty from selling, and has enabled the consumer to get full value for nearly every cent he has spent. The methods of advertising are nu- merous, but the most important kind consists in writing, in one form or an- other, and it is with that method of ad- vertising that this book deals. Below are a list of the mediums mostly em- ployed in this way: Newspapers, magazines, trade jour- nals, catalogues, booklets, house or- gans, letters, circulars, cards, folders, street-cars, bill-boards, window cards, blotters, calendars, and premiums such as memorandum books. These medi- ums have all brought successful results, and must be employed according to the article to be advertised and the people whom the advertising is to reach. CHAPTER II. Examples of Real Advertising. IN the previous chapter, it was stated that you might apply to the Bible and history to find instances of adver- tising. In this chapter we will make a journey into the past, and search out the truth of this statement. Open the Bible to Genesis, Chapter III. "Now the serpent was more subtil than any beast of the field which the Lord God had made. And he said unto the woman, Yea, hath God said, Ye shall not eat of every tree of the garden ? 2. And the woman said unto the serpent, We may eat of the fruit of the trees of the garden: 3. But of the fruit of the tree which is in the midst of the garden, God hath said. Ye shall not eat of it, neither shall ye touch it, lest ye die. 4. And the serpent said unto the woman, Ye shall not surely die : 5. For God doth know that in the day ye eat thereof, then your eyes IX 12 MAKING ADVERTISING PAY shall be opened, and ye shall be as gods, knowing good and evil." There we have the form of real ad- vertising. The Evil One is desirous of getting the soul of a woman, and he bar- ters skillfully. First he opens his adver- tising with a heading that interests Eye immensely, and on which the rest of his appeal is based, and logically follows. This query arouses Eve's curiosity. No- tice that the serpent did not ask a ques- tion about Eve solely, or the tree solely. He brought both of them into the ques- tion, and thus centers the interest more clearly. Eve answers expectantly, and discloses her chief objection. Having obtained the admission and information he was after, and having noted the doubt and latent desire in the woman's mind, the serpent continues directly with his "selling argument," and with simple and convincing assertion induces Eve to buy his product. He points out glorious probabilities and promises a great attainment : "Ye shall be as gods, knowing good and evil." So the Evil One wins. He has offered Eve a bargain. For merely eating an apple, and a delicious and tempting one MAKING ADVERTISING PAY 13 \ at that, she shall have untold wisdom and pleasure — everything worth while. He has spoken concisely and vividly, and bases his appeal on the richest field of advertising material — human nature. He has spoken successfully, spoken to her mind and heart, to her vanity and love of ease and power, and to her in- nate selfishness and inherent desire to get whatever she can for the well-being of herself, at the least cost. And thus the Evil One has obtained the woman's soul. This same incident points out the soundest advertising and business moral admitted : namely, truth. It shows what clever advertising may accompHsh, and it shows the price of falsehood. The serpent does not back up his claim, and Eve does not get what was promised. And the serpent is ruined — is dishon- ored and becomes an absolute failure, which will happen to anyone who relies on lies to get customers. Now comes a famous historical ad- vertising incident. Get out your volume of Shakespeare, and turn to "Julius Caesar." The great Caesar has been murdered, and two factions contend for the control i 14 MAKING ADVERTISING PAY of Rome. The control rests upon the will of the populace, and so the oppos- ing factions advertise their claims to the mass of Romans, who are undecided and open to conviction. One side employs Brutus as a medium, and the other side is advertised through Mark Antony. They have a picture to sell — a picture of the dead ruler — and the one with the better picture is to win. Brutus first presents his claims. Let us see what he says and how he says it. He does not speak in a tone calculated to arouse his hearers to a high degree of enthusiasm or conviction. He does not realize the nature of the class whom he tries to interest. He does not make his appeal vigorous or clear. Had his audience been composed of Brutuses, he would have succeeded. He does not commence in a tone of popular certainty. He pleads, almost apologizes, and tells his opinion of the dead only from his own standpoint. He does not speak passionately, nor does he present a vivid picture of Caesar — certainly not a very unpleasant one. From his speech, this description of the dead monarch is given : He was valiant, fortunate, and ambitious. So "I" slew MAKING ADVERTISING PAY IS him, and "I" beheve *T" have done the right thing. I hope so, anyway. Caesar was also, Brutus depicts, of a friendly disposition. He loved Brutus. His only fault was his ambition, and the ora- tor does not in a strong way indicate just how his ambition was or would be baneful. He asserts, but does not rea- son. Of course, his argument had some effect. Any advertisement would be good if there was no competition. And Brutus was known to be so strictly up- right, that his beliefs received some re- spect. His position would have been made very clear to an audience of real patriots, and, as it was, his purpose would have been accomplished had no rival appeared on the field. Then Mark Antony addresses the raging, prejudiced public. Antony has a hard job. The dead Caesar is hated, and this feeling is naturally directed at all of his friends. Brutus is the hero momentarily. Not a word must be said about him, or off goes your head ! An- tony knows this. He has done the first important thing— gauged the public- he knows what it wants and can be made to want. And he has learned his "ar- ticle" thoroughly. He knows how to i6 MAKING ADVERTISING PAY present the proposition properly and at- tractively. His speech fairly boils with appeal, reason, and logic. He commences by being apparently fair to his competitors — w^hich happens to be a matter of necessity. Then, so as not to be suspected of revolutionary intent, he most skillfully presents an ir- resistible picture of the murdered con- queror. He offsets Brutus's unfavor- able conclusions, as follows: "He hath brought many captives home to Rome, Whose ransoms did the general coffers fill.... When that the poor have cried, Caesar hath wept .... I thrice presented him a kingly crown, Which he did thrice refuse. Was this ambition?. . . . You all did love him once, not without cause . . . . }f Was this ambition? You bet not! By this time the mob have decided to change their "brand." Brutus's claim has been utterly refuted by superior ad- vertising. Having done this, Antony proceeds to bring sentiment entirely over in his direction. MAKING ADVERTISING PAY 17 He lets it become known that "you'* are his heirs, and, by withholding the reading of the will, arouses the intense curiosity and interest of the mob, who have now become ragingly furious and incensed against the "traitors." In fact, every utterance of Antony serves to make the populace think well of his side and decidedly ill of the opposition.^ As an example of successful pictur- ing, just consider the vivid and dramatic incident of the great advertiser pointing out dead Caesar's wounds. Every word is a lashing of the "traitors" and a praise for Caesar as he shows to the pitying and raging mob the horrible and terri- ble result of the cruelty, villainy, and inhuman treachery of the conspirators. And the mob rushes off to accomplish ANTONY'S will, after the culmination of perhaps the greatest advertising stunt the world has ever seen. One thing is clear: Antony has really appealed to the instinct of self- preservation. He showed just how his "article" would do the most for his pros- pects, in pleasure, work, and in the moral, mental, and physical existence of the "friends, Romans, countrymen." CHAPTER III. Self-Preservation — The First Law in Advertising. THE struggle for the preservation of self is the most powerful energy in the world of humankind. It is the one law impelling the manifestations of hu- man nature, and nowhere is this more evident than in the field of economics and commerce. The average person spends most of his life struggling for preservation. If you doubt this, just quit trying to preserve yourself, and in a week's time you won't be able to. We work to earn money in order to feed, clothe, and enjoy ourselves, all of which are conducive to our self-preser- vation. If we are offered two articles of equal quality at different prices, we will choose the one of low^est price, because we will save money by so doing, and when we save money, we are enabled to have that which will insure our worldly existence, because we can buy the nec- essary things of life with it. Consider the examples in the previous chapter. Mark Antony's advertisement prom- i8 MAKING ADVERTISING PAY 19 ised the Romans greater security, lib- erty, and prosperity than did his oppo- nents. He really appealed to nature's first law. We are stressing self-preservation in this book, for the simple reason that it is the fundamental reason why people will purchase anything. This may not appear so on the surface, but it is so, and the advertiser who realizes this, and works on this basis will find that he has struck the right note. Of course, you must not say so in your advertise- ment in so many words, but that fact should be the substance of your ad. in one form or another. All inducements and advantages held out to the con- sumer will find a ready response in his desire for the best and most at the least cost. Practically every article success- fully advertised has been made to re- spond to the innate selfishness of hu- manity — to its physical, mental, or mor- al well-being. This applies alike to in- dividuals, stores, or giant enterprises. It will thus be seen that the success- ful advertisement writer must have an emphatic knowledge of human nature, which is in itself an evolutionary prod- uct of self-preservation. You need not 30 MAKING ADVERTISING PAY accept this point of view without reser- vation, but you should accept it as far as it applies to commercial advertising. The advertising man who will carefully ponder over the influences of this strug- gle for existence will find the richest possible advertising soil. And when- ever you advertise that whoever buys your goods or services will make or save the most money, and will receive the best value for the money expended, you are on the right track. You are in har- mony with the first law of successful advertising — and if your claims are proven, your advertising will pay.^ Just bear in mind that whenever we give up money we are giving up that which en- ables us to live, and that in most cases that for which we give the money will enable us to live and will affect some phase of our existence. Advertising is a perfectly normal and natural thing, and the less artificial your advertising, the more profitable the re- sults. CHAPTER IV. The Appeal. THE appeal in an advertisement is the "reason why" the reader should buy. Lack of appeal means lack of con- viction which means that the advertise- ment is a failure. Unless there is a real appeal, unless the advertisement gives some good reason why the reader should purchase, not the most skillful writing nor the most artistic appearance will accomplish anything worth while. There are many problems to the ad- vertising of any kind of article, and these problems should be carefully over- come. What is good in one advertise- ment may be bad in another, and you cannot advertise a piano as you would an orange orchard. There are two gen- eral classes of advertising. One is known as the "creative" advertising and is for the purpose of introducing something new on the market. This is mostly the manufacturer's problem. When a new article is made, the manufacturer has to create a desire for it in three chan- nels — he must educate the wholesaler, ai 22 MAKING ADVERTISING PAY the retailer, and the consumer, especially the latter. He has to show the wholesaler that the retailer will buy, and the retailer must be shown that the pubHc will buy. And most important of all, he must car- ry on a large, interesting, and educa- tive advertising campaign in order to create a desire or need for the article among consumers. He will have to dem- onstrate clearly and convincingly that the article will be of value to them, that its intrinsic value as well as its utility and convenience, etc., makes the article extremely desirable. He will have to find out all the selling points of the ar- ticle, and all the buying points of the public and he must put the two together. Novelty always appeals to the people, but at the same time that appeal is quite liable to be counteracted by the desire to hold on to money. In other words, the manufacturer will have to make it plain that "you" will benefit by the pur- chase, and that it will help insure self- preservation — "your" well-being — in one form or another. The second class of advertising is that which needs to direct attention to some particular brand of a class of goods. MAKING ADVERTISING PAY a3 That is, everybody now knows that he should use soap, and no soap manufac- turer will tell why "you" should use soap. But he will tell you why you should use "our" soap. To be exact, he will tell why you should use soap, but he will lay particular and dominat- ing stress on the "reason why" his soap should be chosen in preference to oth- ers. A grocer does not advise you why you should use groceries. But he v^ill claim that you should buy his groceries before others, and he will proclaim that his store offers you the greatest value for the money you spend. Advertising is work comprising of- fensive and defensive work. You have to defend yourself, and at the same time work on the offense. There are many things that have to be overcome before the article will sell. Here are most of the obstacles: Stand-pattism or conservatism, which frowns on anything new or out of the ordinary, prejudice, or any hke unfav- orable attitude or dislike on the part of the prospect, the caution, greed and self- ishness which prompt people to hold tight to their money, procrastination, laziness, ignorance, doubt, indifference, 34 MAKING ADVERTISING PAY and satisfaction with other brands or other stores. Local conditions perhaps may cause other objections, and in such cases successful advertising consists in overcoming objections. That can best be done by the great trio: truth, reason and logic. As an example, consider how Mark Antony overcame the mob's lik- ing of Brutus and those he represented; and reversed its dislike and prejudice of the dead Caesar and those who were against Brutus's faction. Just consider how Antony made his Caesar fill the need of the ''Friends, Romans, country- men. i) In determining the correct appeals to be made, the ad-writer must consider the class of people whom he wishes to interest. By class is meant the finan- cial and industrial condition of the prospect, and also the social and mental condition. An automobile may be a ne- cessity to some, a mere convenience to others, and a luxury to the rest, while to some it will be of no interest what- ever. A low-priced cigar is a luxury to some while a high-priced one will be a luxury to others of a more prosperous financial state. In many cases an adver- tisement about a high-priced article ad- MAKING ADVERTISING PAY «5 vertises the article, while that of a low- priced article often advertises the price. Sharp extremes of this nature are to be delicately handled, for it should be borne in mind that the largest portion of the buying public form an average class, to whom both quality and price mean considerable, and who, as a rule, are willing to spend the money for an article if they are convinced they can do no better in regard to price or quality. An advertisement in a newspaper should be directed to the average, unless the store advertising caters to one particu- lar class. Some people will be favor- ably attracted by low prices and long terms, and will be liable to overlook the genuine worth of an article, or they may not care about quality in particular. The man who studies the traits, pe- culiarities, needs and likings of human- ity will find many points of contact be- tween the prospect and the article. It is true that the most appealing point of contact is best value and service on the article's part, for least cost on the buy- er's part. Another great point of con- tact is in service. Everybody wants and is pleased at good service on the seller's part, and many people will overlook a 26 MAKING ADVERTISING PAY difference in price for an increase of ser- vice. Utility is the greatest selling point of many articles, so let your ad- vertisements show the uses to which an article may be put, and how conven- iently and economically it may be done. And let it be again recalled that all of these appeals result from the instinct of self-preservation, and that if you write in harmony with this law you will get in harmony with the victims of the law — the people who buy. For instance, if you are writing ad- vertising for a grocer, you might hit on the idea of pure food. You can easily and effectively appeal to people if you stress the fact that "our" goods are pure. In this one connection there are perhaps fifty different subjects, all branching off from the main idea. Or, if you are writing advertisements for a bank, you might base your appeal on any one of the following "branches" of self-preservation : independence, emergency or ready money, the pay en- velope, the grocers' bills, rent, health, sickness, happiness, education, prestige, pleasure, vacation, profit, marriage and the young ones, etc., not to mention the strength and resources of the bank, its MAKING ADVERTISING PAY *7 able officers, and the service and atten- tion shown patrons. So here's the best method of striking the right note in ad- vertising: Carefully analyze the human mind and its behavior. Ascertain to what manner of reasoning and other appeal it responds. Then analyze the article to be advertised, and determine for what reasons the people will be willing to spend money for it. Then put the re- sult of your two analyses in your ad- vertisements. CHAPTER V. How to Write the Advertisement. B EFORE preparing advertising copy ■ M '4r ;c *>cQpntial to have a tnorougu appear to the eye »' *« ""J^;- ^„, ,„ •pryrsS" fn bX'tfc 'advertisef, SronTelnrotXrei^e .0 .et ^:f „r to "r:?ve?nVp"sSSs r°„!« educate the PJ* •».» -"^ oects to make people send their order, fryou instead of cotnpetttors and to help salesmen and others of the sales ■"'CTaTn proMem »« 'Opy is to carry JvYctrnt^onvinc, the reader^ ma thorough manner. This cannot be ac 1 MAKING ADVERTISING PAY 29 complished by freakish and ultra-fancy wording, by humor, excessively long words, dim meanings, irrelevancy, dull- ness, dryness, ambiguous or misdirected wording, or by anything that does not in some direct or indirect manner at- tract attention to that which is adver- tised. Write sincerely, concisely, simply. Kill all unbearable, sickening, fulsome praise. Sincerity lends strength to any argument. Be truthful, logical, reas- onable. Exaggeration breeds hesitation — the reader will believe a sane claim far more readily than he will a wild, preten- tious one. There never yet was any- thing that could take the place of truth. Once the purchasing people understand that your advertisements are truthful, you have opened a cemented road to your store. The public will not trust a merchant or manufacturer if it cannot trust his advertisements. Be sure that you know what you are writing about. You have to put the selling points of the article into words, and you should discover all the possible appeals. Make no assertion that cannot be backed up. In other words, be en- thusiastic, but don't overdo it. In play- 30 M AKING ADVERTISING PAY ing on the prospect's "discrimination," be moderate and sensible. Your flattery must be as delicate as possible. When speaking of the store, depend more on verbs than on adjectives. It is not so much what "we" are as what we or our goods will do for '^o^" that counts. The verb "serve" means a great deal. While the reputation and character of the house can go a great way in selling goods, an advertisement should not be a character study. Reputation and character should proceed from actual transactions, and undue egotism is al- ways resented. A true testimonial to you is a stronger advertisement than your own testimony. Write as briefly as possible. Practice economy. Keep on intimate terms with the dictionary. Try to produce a vivid mental picture by using, vital, clear-cut, brisk words, teeming with meaning. The more easily you are understood, the bet- ter chances you stand. A word out of place may wreck an advertisement. A word to the point is worth a million otherwise. An advertisement that talks too much is just as unwelcome as a per- son who talks too much. The best ad- writers in the country to-day cultivate MAKING ADVERTISING PAY 31 a near epigrammatic and steaming style. The only trouble in this line is the temp- tation to let on too much steam, and to let the personality of the writer become more prominent than the worth of the thing advertised. All words used should be for the benefit of the object you are advertising. Study well the meaning of adjectives. Use those that more clearly and impress- ively describe the article. Good adjec- tives applied to an article make it easy for the reader to obtain a clear idea of what you want him to buy. The same applies to nouns that mean a quality of any kind. If you are advertising a piano, let the reader hear the tone; let him taste the freshness of groceries that are advertised; and let him enjoy the smoothness and fragrance of tobacco if you are advertising for the purpose of selling it. Put these qualities before him in an irresistible way. To get pointers in this line, make a study of the advertising in good magazines. In using similes, metaphors, or com- parisons of any sort, be modern and per- tinent. A clever picturing of contrast can produce a powerful picture, and many advertisers resort to it. Just be X careful not to make your comparisons odious. And if you are likemng a per- fume to a rose, don^t prompt the reader to eo and pick some roses, but to buy vour perfume. Keep all emphasis on the right side. Stress the vital "reasons why.'' , J Be original, but not too much so, and use originality or any other quahty in ad-writing only to help effect responses. Dedicate it to whatever results you are trying to accomplish. It is easier to pro- duce original ideas than to form an original style of writing. It is extremely rare for writing to make up for the want of an idea. You cannot appeal to reason unless you have an appeal. Writing is merely an accessory ; but the better it is, the easier will be the progress of the idea. . 4. \ Refrain from using a blatant style. Noise is no requisite. It is only neces- sary or advisable in appeahng to the more primitive people, and the Ameri- can buying public is rapidly emerging from the commercial stone age. In the English language there are simple, terse words, with strength and energy, that stir the buying impulse quicker than words of dazzHng and superlative hue. MAKING ADVERTISING PAY 33 The more truthful the tone of the adver- tisement, the less challenge will have to be overcome, the less antagonism and distrust must be met. The reader is al- ways looking out for his own welfare, and he will naturally distrust the really weak "strength" of the overdone, swol- len, and superlative claims. You don't want to write in the one-hundred-thirty- degrees-in-the-shade style, nor in the thirty-below-zero style. Be tepid, pleas- ant, logical, reasonable. Use lots of reason. Let no claim be without it. And present the reasons and everything else in a logical manner. This done, you have gone a long way toward convincing the reader, and you will have less trouble in inducing action, in stirring the "buy-now" impulse. Very few people will refrain from giving your store a trial if you convince them of their benefit and wisdom in so doing. Refrain from quoting the poets and philosophers except in rare and special cases. Unless the advertising actually requires, write neither technically nor in the ultra-vernacular. Endeavor to strike the happy medium. Speak in nowaday terms. Leave out everything liable to tax the reader's mind. Take up as little of his time as possible. Be ef- ficient. Be chary with humor. When in doubt, taboo it. People seldom smile when they spend money. Advertising is no laughing matter. Humor is always good and desirable when it brings out a point; otherwise, it's otherwise, and un- less you are an expert at humor, it's liable to be otherwise in most instances. Unless you can really count on it, stick to the straight road. Anyway, never make a practice of it. Be serious; but not sad. Make your advertisement in- teresting. Leave out words tending to knock the "other fellow." Merchants who have disregarded this rule have paid a high price. People do not care for that — rather will sympathy for the under dog send them around to his store. The merchant who knocks his competitor only bruises himself — time will show. Slander and libel are just as inadvisable in business as in other affairs. Not that you should not attempt to convey the idea of your superiority. That should be done— judiciously. Try to show that you are better, and not that your com- petitor is worse. Some ad-writers have profitably aroused a certain human in- MAKING ADVERTISING PAY 35 stinct by being frank, generous, and conservative in a subtle, skillful, and rather vague way. You cannot hurt your chances by being fair. The human response to this mode of behavior has benefitted more than one rival — in busi- ness, politics, and in love. To acquire the desired advertising style, you should do two things : ^ Study good advertising, without imitating, and practice considerably. In this re- spect, quantity will evolve quality. CHAPTER VI. Miscellaneous Advertising. I HAVE so far dealt mainly with 'Reason why" advertising, the class toward which most modern ad- vertising is tending. This kind of ad- vertising has proven its superiority and justified its use. It is not to be denied, however, that other classes of writing may be used to good effect in advertis- ing, not necessarily introducing the ''reason why" element. In such cases the purpose is mere publicity. Rather, it should be, for many advertisers use it as the rule, and not the exception, and think it has an active and permanent ef- fect. It has not. This is no exhortation against any- thing new. Novelty is to be encour- aged. The trouble is that most attempts at novelty contain but Httle substance, and are momentarily successful because of the novelty. Originality and new- ness are assets to any good plan. Bear this in mind: that there is one eternal law underlying buying — self-preserva- tion. Remember, also, that you can 36 MAKING ADVERTISING PAY 37 Utilize this law a million ways in adver- tising. New aspects, new possibilities may continually arise. You can produce numberless appeals, all fathered by this immutable law — from the buyer's stand- point. Aside from straight advertising, there are miscellaneous forms that have been successful in varying degrees. House organs might come under this class; but the subject is referred to in detail in a future chapter. Included in this class are the various popular contests, slogans, trade marks, jingles, clever word play, humor, sto- ries, and the like — essays, poetry and philosophy. Short stories have at times been used. More than one retail firm have issued clever short stories in pamphlet form. This is like issuing a miniature maga- zine, and gives the benefit of regular ad- vertising. Many stories are used where the climaxes are advertising points. Thus one concern manufacturing candy uses a series of very short stories, and, in tiny booklet form, puts them in its boxes of confection. Some banks use short stories showing the benefits of saving, and in a little magazine form 38 MAKING ADVERTISING PAY MAKING ADVERTISING PAY 39 mail them monthly to their patrons and prospects. . A company of manufacturing chem- ists has made use of a humorous, lengthy poem to advertise a roach pow- der. Jingles are often resorted to and sometimes produce a pleasant effect. A short story, a poem, or an essay that points out a buying moral is good in some instances, but their power is greatly weakened by excessive use. They should be used as refresheners, and it is rare that they induce a purchase. Some- times it is possible to introduce a real selling point in the miscellaneous class of advertising. A southern stationery store resorted to a good plan of this na- ture, as follows: From a sample letter furnished, about three hundred copieswerewritten. Rath- er there were two sample forms, one from a boy out of town to a girl in town, and vice versa. The couple, as the letter indicated, were engaged, and were wildly in love with each other. The letter brought all this out unmistakably. The three hundred of them were distrib- uted in many places around the city where they would most probably be picked up, and to the finder it appeared that some lover had dropped his or her letter. And very few people could re- sist reading a letter commencing, "Dear- est Little Girl." The advertising point came at the very end, in a small post- script, reading something like this: "By the way, what do you think of this paper I am using? It costs only twelve cents per pound, with envelopes at nine cents a package. It is called Madras Linen, and you can get it at 'The Book Shop, (ad- dress). Go and get some — it's good value.' " This sold a large lot of writing paper, but it can be seen that this plan could be used but once. A tobacco concern distributed a little booklet filled with trite, epigrammatic, humorous sayings, an occasional one of which brought in the name of a cigar. Some concerns publish mottoes on cards and distribute them to be hung up. A good epigram is often used as a start in an advertisement. So, miscellaneous advertising is ad- visable at times. Before using, how- ever, it should be carefully considered. Bear in mind that anything poor will hurt the advertiser, and that this class m m i 40 MAKING ADVERTISING PAY of matter should not be used perma- nently, because it will not bring like re- sults. There are innumerable undiscovered ideas which may be put in sound adver- tising, and these you should endeavor to find rather than the fancy and novel haz- ards which are good only because of their fancy and novelty. Just figure out beforehand the probable lasting mental effects. CHAPTER VII. Catalogues, Booklets, House Organs. A CATALOGUE is practically a ne- cessity for any concern wishing to get mail orders. A catalogue is a sales- man in print. Some concerns employ both catalogues and salesmen, and some use only one of the two. Chicago is the mail order center of the United States. Its concerns are numer- ous and large, and have built up a na- tion wide business through mail. This method is on the increase. Factories, wholesalers, and retailers issue cata- logues, in addition to various agents. Catalogue writing is for two pur- poses: to describe the goods, and to con- vince the reader that he should buy from '\\s." Here the strongest appeals must be brought into play. The great first law prevails. Houses depending on catalogues have to be careful in the writing. If you trick or mislead a cus- tomer, hard will be your work in get- ting him back. You've got to make truth omnipotent, and the mail order dealer who does not decisively guarantee his 41 f ' If i ! i Ml I Mi 42 MAKING ADVERTISING PAY goods gets little trade. Printed words become imbedded as firmly on the read- er's mind as they do on the catalogue. A catalogue is good. It will reach places untouched by salesmen. The re- cent parcel post system increases the range of mail order buying. The manu- facturer, retailer, agent, and wholesaler are enabled to reach special classes, and special trade. There are numerous re- quirements of a catalogue. The writ- ing should be along the lines discussed in this book. The type used should be that kind which offers least resistance to the eye, and in most catalogues illus- trations are necessary. An illustration will often better a word description. As a rule, however, all illustrations are ac- companied by explanatory wording. Many concerns go to large expense in getting out their catalogues, and they try to make their book an artistic piece of work. This feature hurts no adver- tisement. Study the catalogues you come across, and note how they do their work. As a salesman must be neat and efficient in appearance, so must the cata- logue, and so should the catalogue be a descriptive, reasoning, appealing and convincing agent. MAKING ADVERTISING PAY 43 A booklet may be a miniature cata- logue, supplementary to a catalogue, or may be entirely different. Booklets are used for a variety of purposes, and are in more varied use than catalogues. Practically all manufacturers, cities, and many other corporations, insti- tutions, and other concerns issue booklets. Booklets generally are spe- cializing works. They serve to de- scribe a process, an article or a service. Many of them are for educational pur- poses — to educate the recipients into the use of something new. A booklet must not contain so many dry facts as a cata- logue. It must be essentially interest- ing, pleasant, and easy to read. It must contain good writing — whatever the purpose. The writing should be in ac- cord with the purpose. Used discrimin- ately, booklets may prove of tremen- dous service. You should know before- hand what you are driving at. Very often a booklet may be an enlarged ad- vertisement. The writing and appeal should be along the lines portrayed pre- viously. The most important thing is to write so that your message will be read to the end. You must not write oppressively, academically, nor in any Hi 44 MAKING ADVERTISING PAY burdensome manner. Of course, artis- tic make-up is very important. Let it be appropriate, neat, and inviting. All in all, a booklet can serve the useful pur- pose of getting people interested in one thing — can get their attention focused at one point. Result: the buying im- pulse is greatly stimulated. House organs are a feature of adver- tising of later introduction than cata- logues or other booklets. House organs are quarterly or monthly small maga- zines, issued by any concern, for the pur- pose of keeping in close, genial, and business touch with patrons and pro- spective patrons. A good house organ can do worlds of good for a manufac- turer, wholesaler, retailer, or any con- cern engaging in business in fairly large proportions. Many of the largest es- tablishments issue these magazines, and in most cases the results have justified this form of advertising. A house organ, more than any other advertising, should be a work of the printer's best art. It should always keep up to a high standard. Besides a good proportion that deals with the house, its goods, special bargains, announcements, etc., the matter in a house organ should I MAKING ADVERTISING PAY 45 be of great interest to the readers. The better the literary matter, the more like- ly are the chances of the little magazine receiving a thorough perusal. Edito- rial talks, illustrations, epigrams, jokes, selections, poems, and other bright read- ing matter constitute most of the matter in the best house organs, aside from the straight advertising. Some house or- gans are so helpful and interesting that they are looked forward to, and when such is the case the little magazine is successful, and the publisher profits. The main thing to remember and act upon is that the matter must be of in- terest to the class of readers. A house organ issued by a bank would require different matter from that issued by an underwear manufacturer. House or- gans are good supplements to salesmen, are almost certain to increase mail or- ders, and insure attention to the house — if the organ is good. The house or- gan should make the readers laugh, think, work, and buy. The following example of a house organ represents the ideal one, according to the class of read- ers. This house organ is issued by a large printing, engraving, and lithographing 46 MAKING ADVERTISING PAY i 1 I house in a southern state. Office sup- plies, furniture and fixtures, and all kinds of stationery are also sold by the concern. Their most valued trade con- sists of nearly three thousand bankers in several adjacent states. Consequent- ly, while of interest to other business houses, this house organ caters mostly to bankers. Each month appears an article on bank advertising. There are also some light and serious business talks, and bright, forceful paragraphs about innumerable subjects — all of in- terest to the class of readers. There are quite a number of epigrams and other trite sayings. There is some writing of advertising value, besides the straight advertisements which appear. Within four months after the first number, the mail order business of the house had increased nearly fifty per cent., and the numerous enthusiastic testimonials re- ceived redounded to the benefit of the firm. By making the little magazine bright, inspirational, helpful, and inter- esting, success was achieved. House organs are a good outlet for the unique kinds of writing, and for humor, jingles, etc. Just be sure that there is an idea for everything appearing i|i f ) MAKING ADVERTISING PAY 47 in the pages. Those merchants and others who issue house organs should go outside for help if they cannot pro- duce the proper material, for matter of literary excellence must be used. CHAPTER VIII. Magazine and Newspaper Advertising. MORE money is spent on newspaper and magazine advertising than on any other medium. This advertising is perhaps the most important of all, and if done properly will produce the great- est results for the amount of money spent. Advertising in the standard maga- zines is generally for the most compre- hensive group of prospects — the nation. Some advertising is destined to influ- ence consumers, retailers, and jobbers. Some is of interest to consumers only, and to special classes. The size of circulation and the class of subscribers and purchasers determine the advertis- ing value of any one magazine. Some magazines are printed only for certain classes — doctors, lawyers, retailers, writers, sailors, etc. AH in all, most every purpose of advertising may be served via magazines. A good many ad- vertisements are for the purpose of get- ting inquiries, after which the follow- up matter in the form of catalogues, 48 MAKING ADVERTISING PAY 49 booklets, circulars, or letters induces the purchase. Newspaper advertising is mostly of local interest, and to local dealers is the most important medium of advertising. And the usual competition makes it im- perative for the advertising to be of great excellence. As yet, though, the standard of newspaper advertising is not as high as that of magazines, chiefly because mostly the ''big fellows" who use the magazines have the money to employ experts. Both newspaper and magazine advertisements are read by people in a hurry, and the eye is quite liable to follow the line of least resist- ance which necessitates advertising that is first of all attractive to the eye. You should study carefully the effect of va- rious sizes, styles, and arrangement of type. A good illustration, or an effect- ive handhng of type will work wonders. As magazine advertising represents the best in the land, you cannot do better than make a study of the appearance to the eye of various arrangements thus appearing. Short paragraphs and sen- tences appeal to the vision more than lengthy ones, so write accordingly. This does not mean that you should 50 MAKING ADVERTISING PAY overdo it. The nature of the article advertised , should help determine the arrangement of the type or illustrations. Without attempting to reproduce the mechanical form, I w^ill give simply the wording of some advertisements, and analyze their selling points, or their poor features. The advertisement following was taken from a magazine : "INVISIBLE SUSPENDER BELT Fits instantly inside waistband en- tirely out of sight. Does away with un- sightly suspenders and tight belts. Keeps trousers and shirts down — no bagging. Adjustable — Comfortable. The Ko-Ko-Mo Invisible Suspender Belt is an indispensable item of both summer and winter wear for men and boys. Made in sizes to fit all. Ask your dealer; if not with him we will supply you. Send soc for sample belt — in silk $1. Money refunded if not satisfied. Salesmen and dealers should write promptly — this is an A-i proposition. (ILLUSTRATION) (Address) » MAKING ADVERTISING PAY SI First of all, it will be noted that this advertisement is of the "creative" class. The manufacturers are trying to edu- cate the readers to the use of the article, consequently they describe in detail the utility of the article. They strive to convince "you" that it is necessary all the year around, "indispensable." They are trying to get money for something new and novel, and are not trying to get "you" to make a change of the brand you are using. So they do not in- troduce the element of superiority. It is not necessary to overcome competi- tion. The purpose in the present case is to change the use of the purchase money, and not to change its direction. If competition should spring up shortly, the concern would have to advertise along both lines, and later on they would have to argue along the lines of superiority. First, the headline, "INVISIBLE SUSPENDER BELT" is well calcu- lated to arouse the interest of any man whose eye lights on it. Such a belt is of interest to all classes of men, and very few will fail to read on, in which case the headline is successful. Headlines should always aim to arouse either cu- 52 MAKING ADVERTISING PAY riosity or interest in the reader's mind. This advertisement is an excellent ex- ample of the conservation of w^ords. Not an unnecessary v^ord is in it, and not one word of difficult meaning. Each one is exact, and all meanings are expressed concisely and clearly. The adverbs and adjectives used are carefully chosen and produce the desired effect. They help make the message convincing and ap- pealing. The sentences are short, as are the paragraphs, and convey the sense perfectly. To get an idea of real appeal, read over the first paragraph, and notice just how the article is represented to fit in with a need and desire. "Does away with unsightly suspenders and tight belts." "Keeps trousers up and shirt down — no bagging." The advertisement tells what the article is, what it does, and how it does it. It appeals to the man's love of comfort and appearance. It convinces him of the need, and reas- sures him. Then comes the money ap- peal: "Money refunded if not satisfied." That convinces entirely. All the appeals branch out from the great source, "Self- preservation." Having shown just how good and de- MAKING ADVERTISING PAY 53 sirable an article the belt is, and why the public will buy it, the advertisement goes after dealers and salesmen. Hav- ing convinced them, it incites prompt action — "write promptly — this is an A-i proposition." "A-i" has a tremendous significance to any man of business, and the expression is used in appealing to the dealers and salesmen. The advertisement might have been set up in a more attractive form, too little space having been given, and the effect was just a bit too crowded, but the great excellence of the wording and ideas make up deficiency in the former respect. Besides which, a good illustra- tion aids the very good description. As an example, this advertisement is most valuable in showing just how to word your advertising space. A careful study will show you how every word aids in the general effect. Another very good advertisement, which took up more space, was as fol- lows: First, instead of a headline, an im- pressive illustration appears, which in- vites a reading of the advertisement as readily as would any wording. The wording goes on: 54 MAKING ADVERTISING PAY **The most timid pistol-fearing wom- an knows she need not fear the Savage, when, in the dead of night, she seizes it to protect herself and her babies. Its ten quick shots are absolutely at her control — one to each trigger pull — either fast or slow. It shoots straight in the dark, for she aims it as easily as pointing her finger. It \^safe, because a glance, or, in the dark, a touch tells if it is loaded. Is your home really protected against burglars? To-day send 6c in stamps for booklet 'If You Hear a Burglar.' (Address) » The illustration used in this advertise- ment is skillful and practical. It pic- tures the revolver, the method and ease of firing it, and a woman prepared to use it. The advertisement is written very ably, and the central idea is made prominent all the way through. The style is smooth, interesting, and vivid, and every word is painstakingly express- ive and impressive. The words in italics were properly chosen for that style of type, and help emphasize a great appeal: ''absolutely at her control — safe^ MAKING ADVERTISING PAY 55 The former advertisement represents a good example of "creative" advertis- ing. The latter is a very good example of the other class. The revolver is noth- ing new, and a person may choose one from a number of different brands. But this particular brand is so described, and with such a special appeal, that it logic- ally appears that it is better for the pur- pose than any other, and this done with- out the usual "beware of imitations." The ad-writer here brings out the su- periority of his revolver in an unassum- ing and natural manner. Here is an advertisement that shows sharply how human nature may prop- erly figure in the appeal. The appeal is unmistakably to women — "herself and her babies." Right there is something of vital interest to women. Just imagine what impression the first paragraph makes on the loving mother. There is the downright call to self-preservation — to protect the mother and children from burglars. How many women hear bur- glars at night? Doesn't an advertise- ment like this go into their hearts? Nothing in the world will interest a woman to a greater degree than will a method of home protection. 56 MAKING ADVERTISING PAY A huge majority of women fear a re- volver through ignorance and just an emotional, instinctive horror of its pow- er. This advertisement sets them at ease in both respects. Here's the thread: "She need not fear a Savage"; ^'abso- lutely at her contror'; "It shoots straight in the dark"; "It is safe." Not only is the revolver claimed to be safe, but reasons are logically ad- vanced, so that the advertisement pre- sents a reasonable, logical, calm, and convincing front. It is convincing and impelling, and no undue claims are made. It is easily read, because the words, sentences, and paragraphs are brief and clear. Here is a newspaper advertisement which, typographically, was set off quite attractively, the type arrangement prob- ably making any special headline un- necessary: "Graham Crackers baked by the Na- tional Biscuit Company have a flavor and zest all their own. You will relish them. They will nourish you. NATIONAL BISCUIT COMPANY GRAHAM CRACKERS MAKING ADVERTISING PAY 57 Made from the finest materials and perfectly baked, they come to you fresh, crisp, and clean — in the moisture-proof package. Eat them at meals and be- tween. Give them to the children with- out stint. Always look for the In-er- seal Trade Mark. IOC. >> This advertisement vividly describes the qualities of the biscuits, and gives good "reasons why" everybody should eat them. The element of health is stressed — in these days of pure food, and this appeals to the Last Analysis — self- preservation. Here's how: "You will relish them. They will nourish you — they come to you fresh, crisp and clean — in moisture-proof package. Eat them at meals and between. Give them to the children without stint." In these words, the advertiser not only appeals to the man and woman, but brings in the ever interesting ob- jects, "children." The tone of the last few sentences is so as to arouse confi- dence — the enthusiasm of the manufac- turer is contagious. This advertising is not creative. It simply points out a par- ticular brand, and endeavors to convince 58 MAKING ADVERTISING PAY the reader of that brand's superiority. It makes the reader think that no other brand will serve the purpose, and it makes the name big and familiar so that the shopper will not forget it. You can taste the biscuits in this advertisement, which makes its appeal to people who want something tasty, substantial, and nourishing — quality. Aided by an interesting illustration, this newspaper advertisement is excep- tionally good: "It is the ambition of every father to see his boy some day securely fixed in a nice business. If you save money for no other purpose, why not begin now putting money in the bank for YOUR BOY'S FUTURE? Perhaps the same money that will set your boy up in busi- ness will make a comfortable old age for you. Do YOUR banking with US. We pay four per cent, interest on sav- ings accounts." Think of the number of fathers whom that advertisement interested. It is one of those advertisements which prompt serious thought. It is reasonable, log- ical, interesting, and presents an at- MAKING ADVERTISING PAY 59 i tractive proposition. First, there is the basic and seldom unsuccessful appeal to self-preservation. The advertisement calls attention to the fact that by help- ing your son with a savings account, you will probably make your old age comfortable — by having a grateful and prosperous son — in business. Magic! Magic! And how many fathers are there who are not powerfully concerned about their sons' future? This adver- tisement offers a solution to the prob- lem, and makes the parent reader think — and act! Having indicated the de- sirability of a bank account, it directs attention to our bank. Make a habit of studying the adver- tisements you see about you, and analyze them — it'll do you good! 4 J CHAPTER IX. Circulars and Letters. T^HE line between circulars and let- ■■■ ters is not sharply drawn. The form letter that is sent out is certainly more of a circular than a letter. A let- ter is written personally, while a circu- lar is printed, or prepared on a dupli- catmg machine, and despite the fact that these machines have been vastly improved in recent years, it is hard to get out a circular on them which will appear exactly as a typewritten letter. Most form letters or circulars got out by houses are generally dry, and are ut- terly lacking in the personal touch that goes with a good letter. At the same time, circulars that are carefully pre- pared and attractively written are ca- pable of getting huge results. The only trouble is the liability of the writer to relapse into the stereotyped style, in which case the circulars are generally cast to that bourne from which they never return. A form letter must be as near like a personal letter as possible in being addressed to a special class. Make MAKING ADVERTISING PAY 6i it as personal as possible, and write it brightly, smoothly, and put vitality into it. And keep it up all the way through. Write it so that the reader will reflect over it, and refer back to it, and do not fail to bring in the *'punch." In writing it, bear in mind what the letter is in- tended to effect — and go at that! The circular that is dull, sonorous, and full of the commonplace and the year 1875 edition of adjectives gener- ally dies a natural death, and is remem- bered by no one. When you use the same style used by a million other con- cerns, your chances of getting results are accordingly diminished. This does not mean that you should hitch your pen or typewriter to the Milky Way. It is not advised that you write in the year 2000 style. It only means that you should get out of the writing rut, and use the modern, clever, attractive, terse, compelling style, with pithy adjectives, verbs, phrases, sentences, and para- graphs. Circulars are generally used in mak- ing a special announcement, or as a fol- low-up after a request for a catalogue, booklet, or sample. Many concerns have circulars printed, and send them 62 .MAKING ADVERTISING PAY out with the regular mail. Some are put in between the pages of catalogues, and some are placed with goods sold. Some concerns send out circulars regu- larly. A variety of purposes is served through this medium, which is compar- atively inexpensive, and certain to bring results if done properly. A retail stationery store, catering to a good class of trade, mailed several hundred circulars to a select class of customers. The circulars were neatly printed on a special paper sold by the store, and were mailed first-class. Through careful calculation beforehand, good results were obtained in the shape of orders and increased appreciation and prestige. The circular was as follows : "JOIN THE COMMUNITY CET! Shopping on King Street now is a dis- agreeable duty— it's so hot, and will be even worse for full three Summer months. Do you know that our DELIVERY SERVICE makes shopping COOL for you? That without the discomfort of going out in the hot sun you can get anything in our line in quick time? MAKING ADVERTISING PAY 63 You can get the best stationery with the least trouble. Call us up any time of the day, let us know what you want, and we will promptly send the articles to you. Thus you may purchase from us without the heat that bothers the King Street buyer. We make shopping cool, pleasant, and easy for you. It is our perpetual pleasure to deliver any orders entrusted to us, and we will appreciate orders for books, magazines, paper and envelopes, leather goods, novelties, inks, pens, etc. Just call us up — 'phone No. 2207 — and buy in com- fort. Our goods will bespeak our ap- preciation of your favors. Very respectfully, THE COMMUNITY BOOK SHOP. 'Phone No. 2207. Note: — This letter is written on our 35c special box paper." The headline appearing is used as a slogan by the store, and is peculiarly adapted to the name of the store and the class of patrons. The letter shows how "our" goods fit in with "your" wants, and how ''our" service fits in with ''4 4 MAK1N<; A OVER T I S I N C, p a V MAKING ADVERTISING PAY 65 f I your comfort. Service is the main theme of the appeal. The store here evmces a desire to serve and please the patron. It is a declaration of accom- modation. One striking point of contact is promi- nent—where the circular appeals to the patron s ove of comfort and ease. Most people like to buy at stores where the minimum trouble is attendant. It is an appealing idea, too— just to step to the phone and easily transact your busi- ness and this letter, giving the 'phone number twice, takes care to get the read- er to act. Then as a general reminder, there is a list of the kind of goods "you" mav want. And there is the appeal of ap- preciation. All buyers are gratified to know that their patronage is deeply ap- preciated. This circular is written in a style to respond to the culture and re- finement of the recipients-get on to that habit! There is one more very important pomt to notice: this circular was sea- sonable. It was written at the com- mencement of Summer, when the iDer- meating heat of the city certainly made shopping an unpleasant phvsical proceeding. This feature was the key- note of the entire circular, and the re- sults secured proved that the advertis- ing was successful. A good personal letter may bring greater results than any like amount of words. By letter is meant, not form- paragraphs with the name filled in with the typewriter, but a real, live, true-true letter, dictated and signed. First, the effect on the recipient is vastly better than that produced by a form letter or circular. He knows, if he receives such a circular, that perhaps thousands of other people are getting the same, and in his mind, his importance to you is be- littled. He feels that he is no more ap- preciated than anyone else, and that you just care "average" about getting his order, or whatever you want to get. A letter, you see, may be the best flat- tery permissible in advertising. It makes the reader believe that you are personally interested in having him or her as a customer. It flatters in a subtle, honest, and business-getting manner. It strikes at selfishness, and responds to the ego's desire for recognition, pres- tige, and appreciation. It takes more time, and perhaps more postage, but it 66 MAKING ADVERTISING PAY pays— which is the final test of advertis- ing. Then by a letter you are enabled to solve the problem of the individual buyer. You may appeal to him in a way that would not successfully appeal to another. For the purpose of keeping a customer, and getting back old ones, there is nothing more effectual than a letter. A wholesale clothing merchant took the pains to send many personal letters out to good customers who for some reason or other had quit buying from him. They were mostly mer- chants in small country towns. Here's a copy of one letter: {( Mr. Dear Sir: — What's the trouble? Upon referring to my ledger, I find that It has been a long time since you purchased any goods from us. I am certainly surprised at this, for I felt confident that you were well pleased with our last shipment, and I am at a thorough loss to understand why you have stopped dealing with us. If any act on our part has given you MAKING ADVERTISING PAY 67 reason to feel dissatisfied, I would con- sider it a personal favor if you would advise me. If you have the slightest cause for complaint, I want to adjust the matter to your entire satisfaction. Our Fall stock is new and complete, and our prices are even lower than last season. I will take pleasure in sending you a salesman, should you so desire. Your orders will receive my personal at- tention, and I will see that you get pleased. Please be so kind as to let me know if we may expect some of your patron- age, and if not, a frank reply stating your reasons would be gratefully re- ceived. You know, we do not like to see our good customers quit us, and we took pride in having your name on our books. What about it? May we expect you to favor us? Yours very truly, JOHN DOE CLOTHING CO., (Signed) John Doe, Pres." Here we have a letter containing con- sistent flattery, earnest and inviting. It is not overdone. Flattery overdone is a deadly poison. Just imagine the ef- 1 i i 68 MAKING ADVERTISING PAY feet on the merchant getting the above letter, typewritten and signed by the president of the company. The presi- dent who IS so busy, is anxious about me. He will exert every effort to please ^^' J^^ has kept my account in mind, and has remembered my last shipment. And he considers me such a valuable customer that he is worried to death about my leaving him. He wants to know my reason— he will do all in his power to rectify that mistake his store made, or he will prove to me that his service and goods equal if they do not excel those of the house from which I now purchase. He will send me a sales- man if I request it, he will give my or- ders his personal attention, and will see that I get pleased. He is solicitous, anxious, in earnest, and eager to sell me again. And his stock is complete, and his prices even lower. Even lower ^ I hat sounds good. And he took pride in having my name on his books. He does not accuse me of injustice to him nor of a lack of wisdom in not buying from him— he only wants a chance to sen me, and prove to my satisfaction— or else he only wants a frank reply with my reason for not patronizing him. His MAKING ADVERTISING PAY 69 proposition is fair, and I ought to give him a trial. He will do everything pos- sible to please me. I feel that I should write him, and tell him I will let him have an order. Always make your letter clear and easy to understand, and be careful not to give any offense to the reader, nor to let him suspect any tinge of flattery. Use smooth, pleasant English, with one hundred per cent, meaning and inten- tion. Bend every effort toward getting a response. If you get a reply to a let- ter, you can often make the order certain by an answer. The above letter, for instance, induced a reply, resulting in an order. Several like responses were secured, many of which v/ere orders, promised orders, or gave reasons for not sending any. Be as judiciously per- sonal in a letter as you desire. Choose words carefully. If in doubt, get the stenographer to write it over. Have your letters neat and artistic in appear- ance, and see that your letter heads are likewise. The man of letters takes on a new significance in business. A two cent stamp has often brought a thou- sand dollar order. CHAPTER X. Press Work. P RESS work, in its trade marked ac- ceptance of the word, is the obtain- ing of the most valuable advertising- space without paying therefor. Its main benefit is mere publicity, the refresh- ing of the public's memory. Local space in a newspaper or men- tion in an '^article'' in a magazine is very valuable in an advertising way and hard to obtain. One might argue 'that press work is an art, in its modest way and is handled by experts in that spe- cial line. Clever press work has put more than one political candidate in of- fice, and has induced large attendance at more than one show. There are a few elementary rules of press work which should be understood by every advertising manager. I do not attempt to teach the intricacies of press work— a volume could be written on the subject and still one would need a course in lixpenence to master it as an art I am only discoursing on the work as a commercial advertising adjunct MAKING ADVERTISING PAY 71 The primary rule, summed up, is this: Break into the local columns of the newspapers unobtrusively, so that neither the city editor, through whose hands the copy must go and the read- ing public for whose eyes it is intended will know that it is advertising. If it bears ''advertisement'' on its face it will never get by the city editor. The recent newspaper publicity law which decrees that all advertising matter must be des- ignated "advertising" makes the work of the press agent harder — but of great- er value when done. Many manufacturers and wholesalers who thus get their name in the paper — as they do for instance, in moving into a new building, making notable im- provements, etc. — send either printed clippings or marked copies of the paper to patrons and prospects. Some con- cerns get their names in trade journals, and send clippings out. It is a good practice, too. Let us take a hypothetical case for the purpose of instruction. Presume that you are advertising manager for a large retail store in a city of about seventy- five thousand people wherein there are two newspapers. I assume such a case 72 MAKING ADVERTISING PAY MAKING ADVERTISING PAY 7J '* because of all hard tasks for a press agent the hardest of all is to get local space for a retail house. Comes a time when a buyer goes to New York. If the advertising manager is on his job, down goes the following item to the newspapers : "John Doe, buyer for the firm of Rich- ard Roe & Co., has gone to New York on a short business trip." Mr. City Editor, unless he has had metropolitan experience will not suspect advertisement purpose there, and the Item gets through. It is probably read by every newspaper reader in the city and thousands of people have therefore read the name of the firm. They will forget it for awhile, but the memory will recall it, when his return is an- nounced like this: "After a satisfactory business trip to New York, John Doe, buyer for Rich- ard Roe & Co., has returned to the city." ^ In this way a great deal of attention IS directed to the store. The name is exceptionally familiar for the time. Then the advertising manager, having by two local items in each of the two papers, prepared the ladies for some- thing, buys a good supply of straight advertising space and proceeds to spread all over his advertisement an announce- ment of the new goods and "excellent values" obtained from the great New York market. Having been prepared for this, the public does not in the least doubt the claims advanced, and the sale or season opening becomes successful, because the natural publicity has made the store's name familiar to everybody. Suppose, for instance, you have heard of a brand of biscuit named "Eatit." You know nothing of the finished dough, but just remember the name. You go into a store to buy some biscuits, and the salesman offers you three kinds, one of which he mentions as "Eatit." Assum- ing that you know nothing of either of the three, you will choose "Eatit" be- cause the name is familiar. There you have it. If one is connected with a theater, his task is comparatively easy. But let us suppose now that you're connected with the advertising department of a real es- tate company. Suppose that company is developing a bit of suburban real es- tate, off the car line. The press work of the advertising 74 MAKI N G ADVERTISING PAY man here consists in making the ac- quaintance of some good reporter on each of the local papers, and of know- mg what stuff to give him! In the first place, the launching of a real estate proj- ect is a legitimate local item. Later, even though he be not confident at all,' he might interview the local traction company relative to extending a spur trolley to his real estate. Let us sup- pose the company says, as all companies say: "We^ll take the matter under con- sideration." Then the course is clear: Mr. Adver- tismg Manager makes Mr. Reporter come to interview him (and by the way, never give a reporter a cigar or a drink: he becomes suspicious and less respect- ful the minute you do) and announces that the X. Y. Z. Railway Company may extend their line to his place. Another legitimate news item manufactured. The reporter, if he knows his business, will interview the traction company man, who will also tell him that the mat- ter is "under advisement.'' Now you have your project again in the public eye, and with its supposed ad- vantages prominently extolled. And you have the additional advantage of MAKING ADVERTISING PAY 75 having started public sentiment toward the building of that line. It's all a study of advertising psychology — all publicity and display are clearly so. In press work you do not have to observe all the numerous minor rules of advertising — the main thing is publicity. Never let small things slip. Every time the name of your firm gets newspaper mention you have obtained good advertising space. Incidentally, news of the day may be woven into your regular adver- tising in diverse ways. In studying methods for "getting over" your press stuff, put yourself first in the capacity of city editor. Would you suspect that article if it came to your desk through the regular channel? No? Then write it. After which, put yourself in the Public's place. Would you then suspect that it was advertis- ing? Press work cannot, of course, take the place of your regular advertising, and the results may not be apparent, but some results are always certain, and some day something unusual may mean a big thing for the store. This article is intended simply as suggestions for auxiliary advertising work. CHAPTER XI. "Hints." 13 ARELY write advertisements in the -*-^ first person. Make your advertising a spectro- scope, and not a magnifying glass. People do not want to know what you have to say, but what you have to sell. If you write the truth better than your competitor, and more attractively, you will get the business, even though his truth be as valuable as yours. Advertising forms and appeals are be- coming so numerous that into the realms of advertising are being brought philosophy, poetry, science, poHtics, news, art, humor, and history. If the least of these is used to point out a pur- chasing moral or reason, it is well and good. But remember that the con- sumer can get all of these through spe- cial channels.^ If he wants humor, there is Life, and if he wants philosophy or poetry, he can get them from books, and so it is with the others. See that any of the above are used 76 MAKING ADVERTISING PAY T! ( relevantly. They, and many more things and facts of human interest, will in the future play a larger part in ad- vertising, and whenever you can use the new and unusual in advertising you will first of all attract people through sheer attraction of novelty, and if your advertising contains substance, you will find you have acted wisely. Only — and these are the wisest words in advertis- ing — do not overdo it. Try to develop advertising energy, originality, and initiative. Here's how: Convince yourself that your article has a thousand selling points. Set yourself to discover them. Bear in mind that many people are undecided or ignorant as to what they need or want. As a rule, they're willing to pay for the argu- ment that convinces them. Try to dis- cover all their needs or probable needs, and by skillful reasoning join them to the selling points of your article. And you may express one need in a hundred different ways, with a hundred different pictures. Mix your brains with your ad- vertising. Bear in mind that perhaps women do the most of retail buying, so train your advertising to fall on the right eyes and , Jl. 78 MAKING ADVERTISING PA^' ears. Women as a rule are more cu- rious than men, and will more eagerly go after a bargain. The mere appear- ance of goods interests them to a great degree. You can affect them more eas- ily by primitive appeals than you can men. At times, you will do right to be a suffragette in advertising — but do not throw bombs, nor make too much noise. Be a diplomatic ad-man. Simplicity appeals to some people, the vj^onderful to some, to some the quan- tity, and to some the aesthetic. And so it goes. Haunt the dictionary — and utilize psychology. ^ When you advertise a five dollar ar- ticle, put five dollars' worth of appeal in it.^ Some people will be attracted by a thing because it is high-priced, and sonie the reverse, and these you may satisfy, but the majority of people want an article because it is worth the money. Advertising is only ultimately success- ful if the article and store live up to the advertisements — let the ad-writer re- member this, and hold on to himself. CHAPTER XII. The Market for Advertising. THE market for advertising and ad- vertising ideas is getting larger and more definite every year. Manufactur- ing establishments, large stores — whole- sale and retail — and other commercial concerns generally employ an advertis- ing or publicity manager, or else the work may be done by the sales manager. These large establishments are gener- ally up to the latest in advertising, and they pay good money for it. But manu- facturers and others are always delight- ed to get a good, new idea. You could not sell them any ordinary advertising, but if you can think up novel ideas, with strong and impelling selling points, you will be able to dispose of them. The advertising field offers various odd and comfortable sums of money to writers possessing a fair amount of originality, energy, and ability. You will not get as much, per word, as you will in literary acceptances by maga- zines, but what you do get will be none the less welcome, and if you can furnish 79 8o MAKING ADVERTISING PAY the right stuff you will be in a position to earn good money. You can make ad- vertising profitable just as a side line. Incidentally, advertising men are com- manding larger salaries every year. Salaries now run in this line from twen- ty-five dollars a week up into thou- sands a year, and agencies and individ- uals get good money independently, doing work for more than one house. Many concerns employ advertising agents to do practically all of their ad- vertising — a good portion of it, anyway. These agencies engage in all classes of advertising, and not a few of the large advertising campaigns carried on over the country are their work. Most of these agencies are in the market for good advertising ideas, and if you have any of that class, you can submit them. Just be sure, no matter to whom you of- fer your ideas or service, that you have substantial ideas, and not vain, fanciful theories. To get the addresses of agen- cies, you can write to the concerns for whose goods your idea would apply, or a perusal of the advertising pages of a business magazine like System will re- veal many names. Remember that up-to-date cities, MAKING ADVERTISING PAY 8i factories, jobbers, retailers, agents, ho- tels, and miscellaneous enterprises, banks, etc., are concerned over getting the best of their competitors in the ad- vertising as well as other lines. No business man will refuse to consider a good idea or proposition. You have a good chance among the stores of your own town, especially where competition is keen, and the mer- chants are progressive. Few retail stores go to the expense of hiring an advertising manager, and merchants of this class either prepare their own ad- vertising, or leave it to some clerk. In most cases, none of them know how to write very well. They are unable to tell the public in the right way of their offerings. They are not familiar with the principles of real advertising, and much of their work is imitation, or oth- erwise very weak and prosy, and some of it even hurts the advertiser. You, who know the value of words, and the sense of advertising, can better the mer- chant's ads. Of course, you will have to get all the dry facts and particulars from him, and your work consists in presenting these in a readable and pur- chase-impelling style. 82 MAKING ADVERTISING PAY i If you hit upon a good plan, and suc- ceed in selling it in your town, you would have other markets in other towns. By referring to local newspa- pers you will be able to get the names of merchants, banks, and other concerns in various communities. No merchant will object to considering your plan. You may either call on him and submit your proposition, or else you may write a letter. The latter course will be nec- essary in negotiating with out of town prospects. In writing letters soliciting work, be careful and convincing. You have a chance to test your ability in the advertising line — by advertising your- self. Try to think up some substantial ideas for a series of newspaper ads., or a series of circulars, letters, slogans, booklets — in short, anything of adver- tising value. Or, put your mind to work along the lines discussed in the chapter relating to miscellaneous advertising. Do not be afraid to suggest something new. Just be sure it has life in it, and will help sell goods. As an example take the seasonable circular discussed in a previous chapter, which was accepted by a stationery store. You should be MAKING ADVERTISING PAY 83 able to get up something of a like na- ture. Most any one with writing ability should be able to furnish matter for the average house organ issued. Refer to Chapter VI. and get the information clear in mind. In many instances sales managers prepare these little maga- zines, and they would be glad often to get some one to furnish them with at least a portion of the editorial matter. Turn to the chapter in this book, "Letters,'' and note the sample letter discussed. This letter was used by a wholesaler on a commission basis. That is, the advertising man wrote similar letters to the merchant's old customers, and on all resultant sales he obtained a commission, which in such cases is a very satisfactory basis on which to work. Why don't you approach local merchants with such a proposition? Of- fer to write individual letters to custom- ers who had stopped buying, or other possible buyers. You simply write the letters on the firm's stationery, and turn them over to be mailed. Advertising contests are numerous and are good publicity agents for the concern. In these contests prizes are of- 84 MAKING ADVERTISING PAY fered for the best slogans, or other ad- vertising suggestions. Announcements of these contests, some of which are large, appear in the magazines and newspapers. Use your head and endeavor to think up advertising schemes which do not necessarily entail writing. Sometimes advertising will bring on new possibili- ties. Thinking along advertising hnes suggested a short story to me, and it found a market. Short articles describ- ing some original and effective adver- tising ^'stunts" are used by magazines like System, Bear in mind that if you get even a small reputation in this Hne, business will come easier. Merchants for whom you do work will be glad to recommend you. Men in many cities make money from advertising along the Hnes out- lined in this chapter, and if you can do the work, you should not have a very hard time in securing cHents. So, as far as markets go, the field is rather wide, and you have the oppor- tunity to make good "pin-money" once you get started. The work is pleasant and easy, and is just suitable as a side line. In charging for your services, be MAKING ADVERTISING PAY 85 If as moderate as possible. When in doubt, lower the price. You can afford a low price at first. You may work on a sal- ary, a price per item, on a particular agreement, or on a commission basis. Local conditions, the work you perform, and the financial condition of the store should all figure in your price estimate. It is advisable in many new instances to charge a low price, merely to intro- duce yourself and to prove your abil- ity. Make a list of the possible clients in your town, and start your own cam- paign. A good many ad-writers who have developed a good ability and who have secured a fair clientage do some advertising for themselves in newspa- pers and magazines. You cannot have your name appear over your advertising work as is done in fiction, and it is hardly possible for conditions to be otherwise. The rea- sons are obvious. In the first place, the concern doing the advertising com- pares with the author of the story as far as names go. And in a way the name of the author of a story is like a trade mark to an article of merchandise. A story is read for the story's sake, while an advertisement is written for the sake l|i !l' 86 MAKING A D V E R T I S I N G PAY of the article or store, and the most suc- cessful advertisements are those which are so well written as to make the read- er conscious only of the article pictured. As far as the writer knows, the only man in the country whose name appears as the author of advertisements is El- bert Hubbard, and except in rare cases this happens only in his two map^azines, The Fra and The Philistine This is due to the fact that the literary style, origi- nality, and reputation of the scribe of East Aurora make his name of real ad- vertising value. Besides which, the subscribers to his pubHcations seem to have such a peculiar faith in the editor that they accept almost as gospel what he says. If Theodore Roosevelt pub- licly proclaimed a predilection for a spe- cial brand of collars, for instance, the national sales of that collar would won- derfully increase. More than one manu- facturer reaUzes this kind of advertising advantage, and get opinions from prominent men to appear in their adver- tising. Anyway, unless you become a national celebrity, your name will not prove of advertising value. Speaking of names, if you wish to get some good pointers on ad-writing, you MAKING ADVERTISING PAY 87 would do well to study Hubbard's work in this Hne, as well as study the general tone and method of the advertising ap- pearing in the various magazines and newspapers. And when you try your hand, do not imitate. Get all the ideas possible from the work of others, but see that those ideas evolve into original effects. The ability to do this is a great asset. Remember that you should practice considerably before trying your hand. Practice is good in all kinds of writing. This point cannot be stressed too strongly. Just keep everlastingly at it — revising and analyzing your own prac- tice work. Try to rewrite some adver- tisements you see. You must acquire a good knowledge of business. Many writers are sadly lacking in this branch of knowledge. Read constantly a business magazine of the nature of System and keep in touch with the latest things and progress in business. In this way you will come across a good many handy points. Keep in touch with industrial conditions. There are several books on the subject of advertising, and several magazines devoted to it. Keep up to date. 88 MAKING ADVERTISING PAY Some concerns might wish you to re- vise their advertising for them. You will not find this hard, and if done prop- erly will give you better chances of sell- ing your own product. Besides which, it is good practice. Many printing and Hthographing houses employ advertis- ing men to write up booklets and cata- logues for customers, as many of the lat- ter are glad to avail themselves of this expert service. If you will apply the main principles set forth in this Httle volume, and if you will take pains to understand what you try to do, there is no reason why you should not be able to hold down an ad- vertising position. Just see that you know what you're about. As in fiction, a knowledge of human nature is essential for really good work. Man's nature manifests itself nowhere so prominently as when he spends his money, and gives up that which repre- sents the resources he commands in pre- serving himself. Advertising need not interfere with your efforts in other writing work, and it should help. And if you don't mind trying until you get started, you can pick up many odd and regular sums of MAKING ADVERTISING PAY 89 money, and some day a single idea may net you a small fortune — it has been done! <3 The Artoz-Photoplay Wmting By Catherine Carr Scmnario Editor Thm North American Film Company (Formerly of the Editorial Staff of the Vitagraph Company) r^ IVES a Model Photoplay, one that has been Successfully ^^ Produced. Explains the "Vision * Scene, the "Dissolve," "Fade In" and "Out." Explains Split Reel, Single and Multiple Reels, showing in Multiple Reels how the Interest and Suspense should be carried from one Reel to another. Also points out how unreasonably expensive Cast and Set- ting may kill the chance of a sale. Explains the difference be- tween a "Flash" and a "Full Scene." Makes clear the necessity of Continuity, Natural Sequence and Logical Situations. Explains the technical phrases of the "shop," acquaints the writer with the work in the Photoplay Studio — an interesting glimpse "Behind the Scenes." A reliable list of Photoplay Markets is given Price, $1.00 Postpaid The Hannis Jordan Company PUBLISHERS 32 Union Square, East New York City A COPY Vbe ^tst Gift to Your Literary Friend The Writer's Bulletin And Literary Reporter An Informative Journal for Literary Workers Helps you Write, Re-Write and Sell Keeps You In Constant Touch With the MarkeU NO WRITER CAN AFFORD TO BE WITHOUT ON HIS DESK IS cU. a copy. $1.50 a Year. Trial Subscription 40 cts. for three months SUBSCRIBE NOW THE WRITER'S BULLETIN was founded for the purpose of helping the writer to prepare his work and to show him where to market it to keep him in touch with news that is of especial interest to him concermng the literary held. 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The Placing Senrice do« this for him. and closes all transactions regarding his work, sending him a check, l«s the commission required by the Placing Service, on all cash sales. The writer, however, is given opportunity to accept or reject the offer as he sees ht except in the case of timely material which must, often, be placed at once with a newspaper. THE WRITER'S BULLETIN 32 Union Square, East, New York City Nfl\f 1 A 4f^ The Writer's Handbooks The Art of Short Story Writing Simplified By Modeste Hannis Jordan EdUoT The WrUer't ©u/feWn Second Edition Deals with the Form and Structure of the Short Story, with the Plot and its Develop- ment, with Motive and Climax. Gives examples of the Con- sistently and Inconsistently drawn Character, shows how to handle the Minor Character in the development of a story. 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One" hit" lift* you out of obscurity, frees you from drudgery, supplies you with the comforts of luxury and places you in the lime- light of publicity; but whether or not you will be this fortunate depends upon how you dispose of your "hit." Real publishers will only be too glad to pay you for your lyric, melody or complete song and will cheerfully bear all expense: but before you can expect them to do so. you will have to produce finished work and not jumbled words that mean nothing, and you cannot do this unless you have a working knowledge of the inade of the art. which is usually acquired by years of disappointmeats, but which can be gleaned from a cloae study uf this book. If you have talent of this nature do not waste it by misdirecting it. or by neglecting to put yourself in possession of all useful information appertaining to the profession. Among other phases of the art the book deals with styles, titles, rhyme*, verse and chorus construction, and marketing. Besides its many valuable suggestions to the new writer, it gives a list of reliable fiublishers who will consider separate yrics and complete songs. The book gives in detail the methods em* ployed by song "sharks" to induce inexperi-* enced writers to pay for publication. It exposes the swindle as no other paper or magazine has ever done. It proves to you )ust why the "lemon" publisher cannot make your song a succew, and just how vou throw money away when you contract to have one of them bring out your work. THE HANNIS JORDAN CO„Pnblishers 32 Umq Sqaarc, East, New York Ctj i » HSH ONS^ Date Due • \ . } i NEH APR 2 01994 0044260989 1 ■% ^^w^MTm^^^^^^B^^W^^m ■mmimmi: - esj'tt, *f ^^^ • i«ij'3Bft!«»*.«; ::3riB8eKif>« 'tmsmmimMmmsmsmim^mm^^mk i* -:#-»«• %>f-: '^"M "^ 1 *isiems#»^^^^ft*tfsi«&;..# ^■«*fis^*&!fe*' * fW 5«' END OF TITLE