Adams County news. [volume] (Ritzville, Wash.) 1898-1906, 1905-08-16
For the Ad. Writer.

There are some advertising men who
cannot get away from the idea that be.
ing emart in an advertisement will
bring business, says writer in the
Trader and Canadian Jeweler. They
are always trying to spring little joke
or use some puns. Ii they could rea-
lie how fat most OF these fall when
they appear in print in the newspaper,
they would refrain from such indis-
cretions. The trouble is, however,
that the man who tries to be funny
can seldom, il ever, realize that others
do not always appreciate his joke or
see it as he does.
Another fallacy is that OF using big
words, redundant phrases and obscure
paragraphs. Writers who do this for
get that the general public that reads
these announcements does not grasp
the meaning. AS a matter OF fact, even
the we'll educated man, who could un.
derstand what is said perfectly, will
not bother to give this neces sary at
tention to the adj, though it is not
difficult in the way Of orthography.
A man going to business in the
morning is looking for the news in the
paper. Your advertisement may catch
his eye and he may glance through it.
A single sentence or word may attract
his particular attention, next to the
illustration, if you use one, and per-
haps be the deciding factor in bringing
him to your store. On the other
hand, if his eye meets an involved
sentence or an obscure headline, he
won't bother to puzzle it out. He
will prefer to let it 60, and perhaps be
attracted by some one else's advertise.
ment in the same line.
1t does not matter whether you are
catering to the highest class OF people
or any other, the rule is the same.
Simplicity Of language, directness OF
diction and clearness OF thought must
characterize the body OF the advertise
ment, while the heading must be
sharply defined and in no way OF a
puzzling nature.
The heading of on advertisement is
very frequently the first few words oil
a sentence, and if this is the case, you
should be exceedingly careful to have
these few words mean something in
themselves. 1t will not do to write
any old sentence, picking the first few
words as they come, putting them in
display type and depending upon the
balance OF the sentence to make them
clear, or to make this introduction
striking. The better plan is decide
upon your introduction and then find
heading to precede it.
/ Some writers use two or three differ
ent advertisements in different parts
of the paper. There are circumstances
where this might be justified. but for
a general rule do not believe it is.
1t is too much like shooting with a
shotgun,-too scattering.
Convincing advertisements are those
which touch the chord of human de-
sires,-the desires for health, for
wealth, for position or for comfort
and Injury. The ambition of all
mankind is to to attain to something
higher or better with the least posi-.
BILE effort.
Advertising is the initiative OF the
leader in business. Boldness in pub
licity, as boldness in war, com pels
popular admiration and patronage.
The people showered gifts upon the
hero and dollars upon the advertiser
But there must be substance, not
shadow, behind and supporting the
claims to favor.
Economical advertising has no place
for waste or doubtful circulation.
A man to whom it is a pleasure to
work is usually found on the enjoy.
able side of life.