Bellows Falls times. [volume] (Bellows Falls, Vt.) 1856-1965, 1897-01-16
Hints to Advertisers.
from Printers Ink.l

From Printers Ink
1t would surprise many people to know
how surely end cheaply almost every want
can be supplied by reverting TO an adyer-
tisement.
To advertise what you cannot make
good when the customer calls to see you is
like giving check on bank without hay
ing an account there.
The first question to be asked of an ad-
vertising idea is, Is it goodP not, is it orig
inalp 1t can be good without being orig
inal, and original without being good.
It's all right to be brief, but if you are
brief at the expense OF the convincing force
of the advertisement you had better not be
brief. Never make brevity an aim in it.
self.
An advertisement may be typographical
ly so ingenious that the readers attention
is entirely absorbed by its mechanical feat
ures, to the exclusi IN of the information it
contains.
Every advertisement should have GER
tain unity of idea. 1t should consist of one
central thought, around which others are
grouped. This enables the reader to re-
member the icea sought to be conveyed,
an object that is not attained by giving
mass OF details having no logical connec-
ton with one another.
Staying power'is the chief element of
success. 1t is the merchant who deter
mines to eight it out on this line if it takes
all summer" that wins in the end All the
schemes and dash that energy and enter
prise can suggest are of little avail if not
backed by the indomitable ''pegging away"
spirit of Lincoln and Grant.
1t may be laid down as an almost inva-
riable rule, that the less adjectives and ad-
verbs an advertisement contains the more
effective it will be. 1t is an excellent plan
to write the advertisement out very fully at
first, and then strike out all superhuous
words. The gain in strength and concise
ness will at once be made apparent
Whenever you make a statement in an
advertisement, make it so plainly and
polntedly that there can be no possible
question as to actually what it means. 1t
is good deal better to make it too plain
than not PLAIN enough. If your stupidist
reader understands exactly what you are
driving at, there is no chance that the
brightest one will not.
1t is often the case that business man
: expects too much from advertising, and
then condemns it if he does not fully real
ize his expectations. Advertising is only
an element in building up and holding 8
; successful business. 1t cannot bear the
: burden alone. There must be coupled witt
it the same degree of enterprise in every
other element of business success. Because
this is not done vast amount of money Ii
wasted in the advertising end of the bust
ness and advertising gets the blame.
Advertising will rot sell goods for which
there is no demand simply because the,
supply no want.
/ Never permit yourself, in advertising, t,
give way to the very natural inclination tt
compare your goods to those of your com
petitors. You may have a better stock
/, and your store and your business method
may be better, but don't talk it in your ads
1t looks as if you were jealous, or wer'
losing ground, or something of that sort
: The best way is to go ahead and tell al
r about your goods, just as if you weren'
aware of the fact that there was compel
! ing store.
An ad cannot be too plain.
Advertising makes known to peopl,
: wants OF winch they were previously un
conscious.
No man can do profitable advertising
I. unless he deals in something that peopl
!. want.
i The most successful advertisers are FIRE
!. quently those who possess no literary abil
ity whatever.
:, Successful advertising requires nerve
pays larger percentage in large invest
ment.
Almost any fad that RACES for the tim
being can be proftably utilized by the ad
r. vertiser.
,e One clear, convincing and speaking fac
y will effect more than pages Of glitterin
n generalities.
y 1t is not necessary to pull down you
d competitors business in order to build u
G. your own.