The Norfolk weekly news-journal., 1910-07-29

keeping Oyersold. You have got to
deal with human nature. and human
nature always has wanted and always
will want those things which are the
hardest TO get Now then, | said to
this gentleman, Look at that foun.
tain; see that water gushing forth.
The fountain has its source of sup.
ply I'm the river mile and a half dis.
tant. You can get the superintendent
to shut 1t off but you will not notice
any difference right away; you will
see ii go down a little at time un.
til there is no more water supplied.
You shut off the source of supply
when you stop advertising. You must
send the best possible appeal TO a
million minds in order to sell few
thousands easily, and you must keep
on appealing. You must keep on If
you wish to keep up your business
No Necromancy In Advertising.
There is no mystery about this ad-
vertisng and selling of goods. Some
would have you think so, and some
do not take 1t up because they think
| 1t is too hard. 1t is nothing but plain
common sense plus printers ink, and
some of the best copy | have ever
seen was written by men who were
never known as advertising men, but
they sold the goods and made their
copy accordingly. | once heard 1t said
| that a man with little idea always
| uses big words to express himself,
| because he wants to surround his idea
with as big words as he cam where
as the man with the big idea uses
| little AngloSa words to express
himself, because the idea is so big
| it needs no surrounding. When you
come to write copy bear that in mind.
| Write it so plainly that the man with
out an education can understand what
! you are talking about and then 1t VIII
| be a Cinch that the college graduate
can, or ought to, understand 1t.
| Now then, believe advertising copy
should be so written that its first two
| lines shall be the attractive feature of
| it, because if a man starts to read
your copy and does not finish read
ing it. don't blame him-blame your
self, because he gave you the chance.
once proved that, gentlemen, in Eng
land. We sent out thousand cir
cular letters under one-cent postage
and | said | would prove that nine
tenths of the people read their one
cent mail. ! get as much mail as the
average man. and | do not throw away
mail with one-Cent postage attached
i open it.
Now, | said in that letter, eve are
opening a restaurant here which VIII
be completed about the first of the
month and we write to you as gro
Ger to quote us prices on the follow
ing goods. and enclose a list of what
we shall need" We received over
900 replies. Why? Because | APP
preached them, as a gentleman said,
from the point of contact This
telling 4 man all about your business
in the two opening lines of your copy
is like standing in the doorway of a
clothing store and saying, Il am in
the clothing business, wont you come
in?"
Convincing the prospective.
So | say we ought to use small
words, and we ought to so express our
selves for this reason: no sale was
ever made until a man was convinced
He is not convinced until he under
stands. He can not understand unless
in the explanation he can understand
what you mean, and the average hui
man being has considerable amount
of pride. We dislike to own up to a
thing we don't understand | have
had men explain things to me, and
say, You understand that?" and
would nod my head. 1t would be a
! reflection upon myself to do other
wise, and so | kept on nodding my
head, and when the explanation was
finished | changed TO IA lateral instead
of an up-and-down motion. That was
all.
You can not sell to anybody unless
he understands what you are talking
about. Be sure your explanation is
plain. and particularly to those who
are in a technical business, because
half the people do not know technlca
terms. | remember George w. Per
kins telling this story of his expert
E ence as insurance solicitor in Cleve
land. He said he had been trying tC
place a policy for 100000, but he
could not do it, and the other mar
+, got the business. Mr.. Perkins asked
the man, How did you insure Mr.
Burroughs? | tried for live years anc
could not get him." The man re
t piled. Il don't wish to be disrespect
full, but he said he didn't understand
/ half the time what you were talking
t about. He said you talked to hin
: ABOUT 'lOnllne DOllCleS anu eHuo"
: ment insurance, and he didn't know
r whether you we're selling life insur
: ance or hair OIL" The man in bust
: mes is so close to it he does not TAKE
the other fellows viewpoint.
D Health
r 1t is hard to analyze the successful
man; but after all, the analysis get
= down really to the personal equation
/ personality.
- There are certain qualities | havt
i been asked to give here tonight whicl
n ! believe we should have in business
s to be successful. We are all sales
y men; every man is trying to sell hi
o own good qualities to his fellow cit
s. zens. That is why he puts on cleal
|. collar and a clean shirt, and every
J. thing that goes with it, because h
u wants to sell his good qualities.
s The first essential is to be healthy
;. to have health. Most of us are pai
a for having good livers, but unfortur
ately some have bad ones.
There is nothing helps a man 5
4: much as to take care of himself. Mos
. | of us have injurious habits: we SmOk