Los Angeles herald., 1909-11-28
PUBLICITY THE
DYNAMIC FORCE
POTENT POWER LIES ROOTED
IN SUCCESS
ADVERTISER MoLDS OPINION BY
MEETING DEMANDS
Regularity of Newspaper Affords Best
Medium for Business Expression.
Inspires Confidence Among
the Masses
BY JOHN d. REAvIs
Director Beaumont Land and Water

BY JUhN H. NAbhNAS
Director Beaumont Land and Water Co.
There is nothing new under the sun:
What we have today is the old ldea OF
Yesterday dressed in the garb of the
present.
Types are but developments-pro-
gresslons-and whether that be Oh
races, customs or systems, eNoIuiloIl
has had its great part in the prouuc-
tion. The law Of progress is no re-
specter of persons and there IS no To-
morrow in the lexicon of today.
Advertising is the dynamic force OF
business and advertising method is as
varied as business. The real estate
business. like the conduct of a rall-
road, bank or mercantile establishment
of any sort, which succeeds today must
use this potent power. ana as each Is
successful, depends wholly upon the
adaptation of this power Il say auap-
tation, not application.
All kinds of advertising are good
but the genius is the one who makes
best adaptation of 1t. and his WISDOM
is quickly shown by results.
In riding across the country the other
day 1 came upon a gang of men en-
gagged in stringing wires which proved
10 be high voltage current for power
use at a distant point. and / fell TO
thinking what a subtle thing Is this
electrical energy-how hard to explain.
How like advertising, came the
thought, and really this simile grew on
me as l contemplated the significance
of IT,
These men stringing these wires
meant some adaptation of this subtle
force, they were providing the means,
but only as it was properly applied
would it turn the wheels.
Traceabe to Neglect
somewhere.
Firms plan enterprises and build
big; they send out their wires of pub
licity I'm every direction, yet they fall
to get the revenue from the consumer
because they fail to connect up with
the power plant.
The buyer and seller don't get to-
gether.
Advertising is salesmanship, and real
estate advertising is the highest form
of it.
It's psychology is the aesthetic. Sc
rious or humorous mood Of the public
mind toward the subject.
The broad gauge advertiser is the
one who molds public opinion by an
ticipating its demands, thus intuition
is requisite with the advertiser, as
with the salesman, to divine what the
public requires-what manner of proof
will convince and when this evidence
will have most weight.
The daily newspaper is the strongest
medium the real estate advertiser can
use simply because of these moods of
the public mind. 1t affords instant
access to the people.
The newspaper is a potent part of
every day with everybody, it spreads
before us the worlds happenings to-
day. Its faithfulness and regularity
has begotten confidence until its
pages are as law and gospel 1t has
taught us to believe In it by trial; its
worth has been proven by practice.
Brass band methods are no longer
the rule-yellow journalism is less yell
Iowa critical attitude Of the public
mind has taken the place of the SEN
sational.
Must Show the Goods
The buyer of real estate, like the
buyer of clothes, must now have the
Texans proof of feel or the MissOu-
rian's "show me-" Even Barnum al
ways delivered the goods.
Glittering generalities prove nothing,
facts capable of demonstration are re-
quired and Illustration is used to il
lumine.
Pictures carry arguments more de-
cisive than words. until the printed
page most potent is the one with Yirile
illustration So it happens that the
development of real estate adVertis-
ing has largely resolved itself to il
lustration-in the Office by samples Of
the product If it be a farm or fruit
land project, and such other concrete
illustrations is can be felt and tasted.
Or of Photographic maps and views of
environment if it be city or town prop
erty.
1t was the discovery Of this ten
dency which led the writer TO employ
ia ctn %
trating his properties and which has
proven the most successful adaptation
along any of the advertising lines
used.
These illustrated lectures have been
the connecting up of the wires with
the power plant they have enabled the
selling force to get into direct touch
with the buyer.
The personal element is the vital
point in all advertisiug-like the cleo
trical energy, it must be constant; in
termittent effort is of small avail.
Keeps in Personal Touch
It has been, and is my custom to
bring about this personal touch as
quickly as possible, then never let the |
stream or current die down. So that |
if l were designating the present day
type Of advertising, by name l should |
call it personal-the personal element |
of both buyer and seller controls the |
situation
Many admirably planned projects !
fail because they do not get into that |
close personal relation with their eli
entage. Nothing succeeds like success.
because every cylinder is working, the |
tongue is constant; every ounce of
power is moving the machine.
Development viii not stop, it will go
on and on, daily opening new phases
which have their solution only at their
psychological time.
You must be on the job to superin-
tend and keep in personal touch with
these new phases as it develops. You
must have faith and works. You must
eliminate fear and substitute courage
in your every action.
You must be a human dynamo.