Fort Worth gazette. [volume] (Fort Worth, Tex.) 1891-1898, 1891-07-26
ABOUT ADVERTISING.
PRACTICAL IDEAS AND ON HOW TO MAKE ADyER-
Using PAY.
NATHANIEL c. FOWLER, JR, OF BOSTON, EXPERT AT
ADVERTISING PAPER ELEVEN.
rfght 50 hHN ATnLC FOWLER
TEL c. FOWLER, JR., OF BOSTON
ADVERTISING. PAPER NO. ELEvEl
Copyright 1891, by NA1HL {. FOWLER, JR.

information about the situation, its eminent
responsibility, its accessibility to the city,
its sanitary improvements, the cost of rail-
road fare, the number of trains and the run
ming time, its advantages as an investment.
People are not fools nowadays when
they have money TO spend. Ihey want
dollar for dollar, and they are going TO have
1t. While large amount OF excitement can
be created with a cannon and a balloon and
picnic, no man has right to expect
legitimate business from illegitimate
methods.
An advertisement announcing real estate
of any kind must be business like. If there
be side attractions let them appear as Incl
dentals. No new town or sub-suburb can
be built up without the most extensive ad-
vertising. Every decent paper in the field
must be utilized. Great space must be
used, even to full pages.
Descriptive articles of the property
should be printed, and every effort made
by honest statements, actually true, for you
cannot fool the people after they see the
land.
dred people at the sale with some idea of
buying than to have one thousand there ON
a free eating expedition.
Selling real estate is serious business.
1t appeals to the very depth Of home econ
omy or financial investment. 1t can be
doomed, the more it is doomed the better it
will sell, but there are booms and booms
Red fire will sell goods, but red fire with
little back of it. when once out throws a
darker shadow upon its background
The newspapers are the natural organs of
progress. a good newspaper combines
philanthropy with business in order that it
may do more business.
Every editor believes that a man should
own home of his own. He is continually
Ttaf lfS.f
readers more ana more prepared TO under
stand and appreciate well-written real
estate advertisement, which, in a square,
legitimate, honest, and above-board bust
ness way offers land and houses for sale,
and will sell more land in one day than all
the balloon ascenSionS i'll Christendom can
sell in month.
The advertisement should preach prac-
teal everyday sermon to the people. 1t
should figure the whole thing in the plain
est savings bank figures. 1t should prove
TO the clerk and workingman that the best
place to put his money is in desirable real
estate, that mortgage is perfectly healthy,
that ii is better to have Il house with j
mortgage on it than no house at all.
When land is offered for sale or invest
ment or for planting, the facts in this di-
rection Should be plainly figured SO that the
reader has nothing TO do but to V.rify the
figures.
Many men to-day, although they may be
in moderate circumstances are buying land
in the suburbs, planting it, and making the
product of the land pay the taxes and inter
est. until the time comes when they can
afford to build upon the land.
The writer of real estate advertisements
should made all his information definite
There is no objection TO finely rounded adj
jectives provided they are followed with
automatic nouns. The whole truth and
nothing but the truth is the only safe way
of advertising real estate.
The land owner should have some pros
pectus giving more information than in the
advertisement.
Let the advertiser remember one thing,
that advertising will make it possible to sell
land, but that success in business, whether
in selling crowbars or building lots, de-
ponds upon advertising and the salesmea;
that good advertising and plenty of it may
fall fat when the same amount Of adver-
Using, supplemented by plenty of men to
show the land. will do five times as much
business as either statesmen can do by them
selves or unaided advertising.
The appended advertisement Is an at
tempt to write one which will appeal to the
man wanting home. / have added some
of the show attractions, but have not billed
them in way to detract from the object of
the advertisement.
Following the advertisement appear a
few short advertisements to be scattered
through the paper, in order that more at
tentOn may be brought to the large adver-
tiSement