Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1904-03-22
How Should an Advertisement b.
Written

ANSIiN iHS " Il request III
Advertising, magazine published by
| the Lord Il Thomas Advertising Agency
OF Chicago. to publish some ideas on
style and some suggestions as TO the
most effective manner of writing adver-
tisements. the Chicago Evening Ameri-
| can printed the following as a part of
an editorial on the subject:
As to style we have very little to say.
The man writes best who takes the
least thought of style as he writes
The striving for style usually results
in spoiling any natural ability that a
| writer may possess. 1t requires also.
usually. in producing an affected. unpleas-
ant and unconvincins method of express
| ing thought.
| expresses the natural thinking process OF
a naturally interesting mind. with con-
centration and care added
The really successful writer of adver-
tiSementS must be Il very able writer
because he can't be successful unless he
carries conviction.
The successful writer of advertisements,
in addition to being convincing, must DE
interesting
He must begin his advertising state
ment in such way as to interest the
| faded reader. for whose attention thou
sands are clamoring.
And, having fixed that readers passing
| interest. he must convince him Of both
the truth and the Importance of what he
In addition to being interesting and
convincing. the good writer of advertise
ments must be businesslike. There must
| be a sincere. practical ring to what he
says. If a man is asked to spend money,
| he likes to feel that he is dealing with
a practical. competent man.
Therefore the really good advertise
IbuSinesslike and practical.
In addition the good writer of adver
tisements possesses. OF course. the quail
brief. without being dull and colorless.
The man who writes advertisements
spends his employers money with every
word that "a, he he puts do. down; His Isl words
one of them must be wasted.
Some of the cleverest writing that is
done in the United States is done by adj
vertisement writer's. The English is
good. the thought is novel. the style is
| original, because the thinking processes
| are original.
The literary person would be- very fool
| ish who should affect to consider the
writer of advertisements as necessarily
| inferior to the writer of other literature.
| And any man would be doubly foolish
| if he considered the use of literary skill
| misplaced in writing advertisements.
The writing of good. truthful adver-
| tisemcnts results in the distribution of
products on a large scale. in stimulating
industry and very often in a reduction of
prices to the consumer-since successful
| advertising means an increased demand,
| enormous production, and. therefore,
Do not think that the successful writ
| ing of advertisements is an undertaking
| interesting to small class only. If it
were it would not attract attention in
| this column.
| Every business man is interested in
| the question. And every young man who
hopes for business success is interested
| in the writing of advertisements.
To advertise we'll means to succeed in
| attracting attention
To give advise in regard to '.iudicious
advertising' is not easy. There are
| many lines of success in all undertakings.
Perhaps a new maxim might be con-
structed that would he generally useful
and true in writing advertisements.
First would come. in our opinion. the
very old advice from n great writer to
see Il thing clearly and describe it SIM
| ply
Clear vision and simple description
those are the essentials of all good writ
| ing. including good advertisement writ
| ing.
We should suggest difficulty. also. that
too much effort at humor is not good in
| writing advertisements.
If a man is in need of pair of trousers
or an Overcoat he is in earnest He
wants trousers and not joke.
light touch is good in all writing.
Put with that general lightness of tone
there must go solemn earnestness when
the moment comes to impress the reader.
One of our most successful merchants
has for his sole rule never to permit an
advertising statement that is not true
Others write more brilliant advertise
mentS than hiS-but none succeeds better