Pittsburg dispatch. [volume] (Pittsburg [Pa.]) 1880-1923, 1891-09-06
Is IT ADvERTIsIEGf
Efforts to Account for the Success of Drs.
Copeland and HaI1-A Question Answe-ed.

Efforts to Account for the Success of Drs,
| Copeland and Hal1-A Question Answered.
''Why is 1t? I can't understand itp' said
physician to the writer. "Here every
week the papers contain columns crowded
with statements of patients who testify that
Drs. Copeland and Hall have cured them.
| These statements and pictures are changed
| constantly. They must be treating thou
sands of people. Is it advertising that does
this?"
No, it is not advertising that does Il.
There is something back of the advertising.
That something is skill, experience, genu-
ineness and truthfulness
You cannot advertise man into o special
list. Training, ability, experience and skill
must come first, thsn your advertising will
ness and will succeed This is the secret of
the whole matter.
This is the secret Of the failure Of 80
many of our imitators. They are adyer-
tisers first, specialists afterward. The order
must be reversed. Specialists frst-quali-
fied by regular medical education and by
special study, training and experience
then advertisers, There is no other wav to
secure permanence, public confidence and
success, and those who try any other way
will fail. The public may be deceived for a
time by exaggerated claims and promises,
but it is only for time, and when the offender
is discovered universal contempt and aver
sion are his punishment.
Drs. Copeland and Hall succeed because
their skill, their training and experience
merit success. Their success is permanent
because the skillfulness and thoroughness
of their professional work and the truthful
ness and frankness of their printed state
ments have gained for them the confidence Of
the community. Their advertising is nota-
BILE and effective because it stands alone Of
its class in the professional skill it repre-
sents and the representative witnesses in
the community it includes. Each week ap-
pear two or three new interviews with
portrait interviews with well-known resi-
dents of the city, who voluntarily testify to
the thoroughness and efficiency of the treat
ment Each week appear hundreds of
shorter testimonials from well-known resi-
dents testifying to the same effect Even
more notable than their number is the
Representative Character
Of these witnesses and testimonials. These
witnesses are all of worthy and responsible
class, whose names are familiar to their res
idence neighborhoods or to the profession,
craft or business with which they are iden-
titled The advertising of Drs. Copeland
and Hall is effective because its interviews
and testimonials are conclusive and its
claims just, reasonable and truthful. Drs.
Copeland and Hall do not promise to cure
incurable diseases or work miracles. Their
special training and experience, the re-
sources and appliances that modern science
gives them for their special work, enable
them to cure diseases which, to the ordinary
physician, may have long seemed incurable.
The number and character of their testi-
monials from residents of Pittsburg which
has never been equaled or approached in
this city or State abundantly establish their
claims.
This, then, is the substance of the whole
matter, the answer to the question at the
beginning of this article. 1t is net the ad-
vertising of Drs. Copeland and Hall that
crowds their parlors with patients and
brings as witnesses to their ability to cure
disease thousands of the best known resi-
dents of Pittsburg. 1t is their superior
skill as specialists that makes such adver-
tising possible.