Evening star. [volume] (Washington, D.C.) 1854-1972, 1900-11-03
ADVERTISING THAT PAYS
NO CITY OFFERS A BETTER FIELD
THAN WASHINGTON.
How the Ad. Should BE Written in
Order to Bring Troublesome
Timely Pointers.

W itten for The Evening Star by Chas. Finney Ad-
vertising Manager for NJ. GoIdenberg.
Latter-day advertising may be likened
unto great commercial sea, in which the
advertiser is the fisherman. He who
knows the banks best and has the largest
nets makes the greatest catches.
The ones VINO have their lines out the
longest are bound to succeed, while the
angler who only gets out occasionally, who
does not know where to CO. who does not
use the proper kind of bait. returns almost
empty-handed, and Invariably begrudges
the time and money lost, insisting that
there are no fish in the sea.
There Is no line OF business that will
not take on new life when fed by ju-
dicious advertising. Nothing could bet
ter emphasize this truth than the history
of Goldenberg's. Coming here a trife over
five years ago, with a strong faith in adj
vertising, gathered from twenty years eX-
perience in Baltimore, they were prompt to
utilize the services of the daily newspapers
or Washington and the result of that
course is seen in the big business that has
been built up The first ad. brought such
throng to almost overwhelm the sales
force. Ever since that day, five years ago
the announcements of the firm have been
presented to the readers of the Washington
newspapers
The continued growth of the store should
serve as convincing evidence that adyer-
Using, when backed by facts. pays
Truthful Advertising Pays.
Successful advertising is that kind which
appeals in forcible manner to the reader.
who Is the prospective purchaser Of the
merchants wares. Truthfulness is the es-
sential feature. and the effects of advertis-
ing will be lost If people are not convinced
on that point.
Let a woman once be deceived by your
a We lie 1ar,t-
customer, but many, for she will tell her
neighbors, and to your hurt.
Again, advertisements should not be flow
cry and full of hyperbole Women want the
facts, plainly stated, stripped of all high
sounding phrases and superlative adjec-
tives.
The whole essence of advertising consists
of nothing more nor less than telling your
readers plainly and intelligently what You
nave to oner, and giving them an under
standing of what 1t will cost. Unless an
advertisement succeeds in that it fails in
its most vital part
The Advertising Man.
Advertising. to be successful, must be
thoroughly studied OF itself it is hard,
serious, exhausting problem. Each case
should receive individual attention The
conditions surrounding each case should be
carefully considered. Cold. hard sense,
facts and logic should be brought into play.
An advertising man should be good busi-
ness man. He should be more than the av-
erage business man. because he should have
some literary talent and bold, original
mind He must be fertile in ideas He must
be deViser, an organizer, writer besides
He must be a close student of human ma
ture, able TO analyze the motives of people
who buy, so as to make them interested
enough in the advertised wares to want
them. Clearness in expressing ideas should
be studied Typographical effects should be
mastered The knowledge of words, of
nf In frof ions
should be at his control. Economy of space
should be understood This advertising bus
mess is comparatively new field OF en-
deaVor, and very complex field to enter.
Washington Advertising.
Some observing critic has said of Wash
ington advertising that it is as we'll done as
in any other city in the country. A glance
at the columns of the Washington news
papers, and The Star in particular, will re-
veal an immense amount of Advertising
much of which will compare with that of
other and larger cities. Washington is one
of the pioneer advertising cities for it was
here that merchants began to give attention
to this important branch of their business
This was some ten or twelve years ago and
In this time remarkable Improvement
may be noted. Today the columns of the
newspapers are filled with bright, newsy
ads, interesting to read, and resultful as
well. The small merchant, as well as the
large one. the merchant in every line of
trace, Is represented
1t is said that the Washington public is a
great reader of advertisements, and from
my own experience in the matter of re-
sponses received from our daily advertising
1 heartily agree.
The Writing of Advertisements.
Ny idea Of selling advertisement, as far
as the writer influence It, is one at
tractively displayed, in sharp contrast to
others on the same page, or In the same
paper. and having gained that attention.
that will hold it with a~terse, forcible argu-
ment as a heading to impress the reader
With the Importance OF reading and needing
all that follows. The body of the ad. should
be full of facts and figures, clearly and con-
expressed and void of all unnec-
essary verbiage. Then, too. it must be writ
ten with full knowledge Of the goods ad-
ver sed. in order that the statements be
with the facts, precisely as the
customer will find them