The Celina Democrat. (Celina, O. [Ohio]) 1895-1921, 1910-07-08
COVERING THE TERRITORY
Good Impression With Limited Num-
Der Of Readers Better Than Poor
One With Large Class.

There is an old saying, "A man
should not shoot at a pond TO hit a
duck" The chief trouble with many
advertising campaigns Is that they
try TO cover too much territory with
their advertising and to spread the
money, which they have to spend, SO
thin that the advertising is pitiably
threadbare. They use so small space
that they do not make favorable i'm.
preston with those who do see
their advertisements. It is much bet,
ter to make the right impression with
fewer people than to succeed in reach.
ing ten times the number Of readers
and make a poor impression with all of
them. The number Of people that you
succeed in convincing is the final test
Of the success Of your advertising,
after all
When you are selling a customer
you have a way of telling things about
your goods, the points of superiority,
| how they are made or why they have
style; you tell 1t to him with a certain
pride and enthusiasm which, If you
can only transfer to ink and paper,
would be the best kind of advertising
copy. Some men. the moment they
| take their pen in hand, begin to think
that they are worthy successors Of
John Milton or Herbert Spencer. Mil
ton and Spencer are much talked about
in works on literature and science, but
are not popular authors. Horace
Greeley and Charles A. Dana are bet
ter models, because they expressed
themselves in English than can be
comprehended by the ordinary news.
paper reader.
First, make It clear in your own
mind what impression you wish to
leave on the minds Of those who read
your advertisements, and then set
about to accomplish this purpose by
what you say and how you say It.
If your funds are limited, confine
your advertising to fewer publications
and use a reasonable amount Of
space In these. rather than a larger
number Of papers and insignificant ad.
Vertising copy. Although your impor
tance is judged somewhat by the
amount of space you use, do not use
more space than you can reasonably
afford. Nevertheless, 1t is not a cor
rect conclusion to do no advertising
at all, because you cannot afford to use
large space. If your means are small,
start in with a modest space.
Change your advertising copy each
time, but follow the same general
style. By adopting a certain style
and using the same style con-
tinuously, each advertisement, If only
given a glance, will bring you to the
mind Of the reader, and what was said
in the last advertisement, which they
read. Do not try to tell your whole
story in one advertisement. Bring out
one point, clearly, in one piece OF copy
and another point in the next adver-
tisement, relying on the whole series
to carry home your complete argu-
ment
If possible, have your advertisement |
but the illustrations should |
be appropriate. They should be de-
signed to convey some idea or make
some particular impression on the
reader. The advantage of using an IL
lustration is, that the eye grasps the
idea back of 1t, quicker than it does
your type story OF course, this pre-
sumes that there is an idea back of
the illustration.
If your advertising appropriation is
zig enough, put 1t In the hands of some
good advertising man and hold him re-
sponsible for results. You cannot,
however. rely on an advertising man.
lger to do his best possible work for
you, unless you cooperate with them
n studying out plan Of campaign,
which best suits your requirements.
lie can give you great deal of valua-
)le service and assistance, but you
must also give them material with
which to work.