The Abbeville press and banner. [volume] (Abbeville, S.C.) 1869-1924, 1899-07-05
HINTS ON ADVERTISING.
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Bright writing isn't necessarily good adver.
tising.
II takes continual hahmering to make any
advertising profitable.
bought and sold for what it is worth.
People remember your goods because you
force them TO. Stop forcing and they'll stop
Directness is as important in advertising as
in the other ends OF business work. A direct
cut across lots is nearer than going all around
to get there.
The point OF an argument Is its convincing
ness. If man has something TO sell he
should show 1t to be buyable through Its
merit and reasonableness OF price.
Fake advertising has had It's day. The
can get the'sixty-6 cent kind of anything
al TWEEN ty-tive cents.
Proprietary medicine men show fewest fail.
ness In the country. And the medicine men
are the greatest of all advertisers.
Scarcely one business man In five hundred
can write as he would talk. But II is one OF
eo-if effective adwritipg is to be done.
Man becomes successful only as he IL adver-
tised by his neighbors: The same applies to
hs % aGe
A little space-not too little-judiciously
cultivated with yield better results In proper
tion to its cost than ten-acre lot filled with
empty utterances and printers ingenuity.
The mercantile triumphs which In 80 many
instances have been attributed to success In
advertising are nothing moe or less than the
outcome Of common sense practically applied.
A good article persistently advertised with
even common place advertising will outsell
an equally good article spasmodically an
nounced with the best ideas the advertising
expert can evolve.
Vary your space according 10 what you
have TO say. Don't try TO crowd quarter.
page story into three-inch space, or use
large space when you have little 70 say. Pay
for just What you need and use to advantage
all you pay for. A line contract,:Lo beiused as
desired, is preferable to stipulated, non.vari-
able space.
A common complaint with retail advertis-
ers In small towns is that the local paper Ia
80 poorly equipped with type that good dis.
play can not be secured. This is mistake.
Good display can be secured with any outfit
OF type ever saw, says an expert In the
Ma tional Printer, and have seen some pref
ty bad ones.
Don't do tricks with your advertising space.
Setting the type upsde.down may have been
ed attention. That is, again-when the up
side down type said anything worth saying to
the attention 1t attracted. Anyway-its
played out now. II you want your ads to
sions on minds eligible to such impressions-
don't ask them to stand on their heads to
read.
Tne WnOOp-nurran sIyIe OF auVeTtlSeueuI
writip: is dying a well deserved death.
Circus adjectives with their superlatives
upon superlatives. which were once success
full in thronging the store. have been so much
overworked that decided reaction has set
in. An ad to be alluring must now be conf
dence.inspiring. The store news which Is
written in a frank, straightforward style
the store news which does not SAVIOR Of sensa-
tionalism of any kinds the sort which
inspires the public with the coveted conf
dence.