The San Francisco call. [volume] (San Francisco [Calif.]) 1895-1913, 1908-04-18
-EBOUI ADV ERI IOTWG-NO. z.
How to Write Retail
Advertising Copy
By Herbert Kaufman

By Herbert Kaufman
skilled layer mosaics with small fragments of stone
icy fit more places than the larger chunks
The skilled advertiser works with small uods-hey ht into
minds than big phrases.
The simpler the language the greater certainty that will be
-erstood by the least intelligent reader
The construction engineer plans his roadbed where there
of gradehe works along the lines of least
The advertisement which style badly
aneyed all minds not built for high level thinking.
Advertising be simple When it ticked with
ee and silks of literary expression looks much of
lace ball dress at the breakfast table!
The buying public only interested facts People read ad
gertsements to find out what you have to SELL
The advertiser who most facts in the shortest time gets
Blank cartridges make they do not
blank talk however clever only wasted space.
You force your statesmen to keep to solid fasyou don't all low
sell muslin quotations from Omar excerpts
from Marie Corel You tolerate your printed selling talk
anything you willing personal salesman
ship
Cut clever phrases they inserted the sacrifice of clear
explanations copy tdlk Only be brief Publicity
coer than conversation price downward from 5000
line; talk cheap but the expensive commodity the world
Sketch your ad the stenographer Then you will be so
busy saying that you will have bother about the ge
gas of writing Afterwards take the typewriter manuscript and cut
every word every line erased without emitting an
important detail What end all thai really counted
the beginning.
Cultivate brevity and simplicity Savon Francois may look
smarter but people will understand French Soap Sir Isaac
Netons explanation of gavaon pages but the school
boys and homey What goes up down clnches
the whole thing SIX Dords
Indefinite tall space 1t 100 per cent productive
The copy that prices sacrifices half its pulling povert has
tendency bring LOCKERS instead of buyers often creates false i'm
pesons Some people bound the idea that the goods
higher priced than Teavote by the same token are lust
likely infer that the owcr and go away thinking that
you have exaggerated your statements.
he reader be searched by the copy Big space is
eapest because doesn't single cpe Publicity must be on
Tie offensive here far many advertisers who keep their
lights their bushee average citizen hasn't time to overturn
your bushe
Small space expensive Like onc-fake snonstorn there is
not enough of it to lay.
Space comparative matter after ALL 1t not case of HON
much used hon used The passengers the limited express
realize that Jones has tackled vevench Single on every md
and fence for stretch of FIVE miles, but they are going too fast TO-
make what the shingles say yet feet letters of Browns bio
bulletin board top of the hill leap them before they have
chance dodge it. And that doesn't cost nearly so much as
the total of Jones dnky display.
Just ad well and attracveIy DISPLAYED contn
uousy every day every other day for year good
will find the eye of cpcv reader how rapidly they NAV be
going through the advertising pages and produce more results
than dozen png pieces of copy scattered through several inferior
mediums