The Hartford republican. (Hartford, Ky.) 18??-1926, 1911-12-08
THE FUN OF WRITING ADVERTISEMENTS

DO you Like the fun of writing your
ads? Fine fun, isn't It? II is fun
to be i'm business anyhow--fun to hav
the landlord come for nemt-scream-
ing fun to have to send a cheque for
all those funny bills that come in reg
ularly every month and simply IRE
sistible fun to have to buy bread and
butter for the family and plan for
the future of the children. Yes, Mr..
Retailer, it is fun--perhaps.
You know from bitter experience
that there is nothing funny about
business. You do not pay your bills
from any sense of humor and neith-
er do people give you credit from the
same cause. There is little fun In
paying the wages of the first-class
salesman who has to assist you. in
making money to pay your creditors
and allow you to tuck small sum
snugly away in your bank against a
rainy day. 1t is all solemn, DEADLY
reality. 1t requires all the Thought
and sales help of the highest grade
you can get at a reasonable price TO
carry through the daily tragady.
Why should you think it fun to
write your ads? Do you nealize that
1t is Just as necessary to have sales
manship outside your stone as it is to
have it in it If you wish to be sue
cessful? And if you are anxious to
increase your business to the point
where 1T will be classed as AMONGST
the best producers of the kind, you
will find that outside" salesmanship
of the FINEST order is absolutely ne
cessany.
Outside salesmanship means adver-
Using that brings business. In this
category YOU must put your newspaper
advertising is to say, You put
your newspaper advertising in that
GLASS If it produces results. lit is this
production OF result tina makes all
the difference. Only advertising space
that CON aims real saDesmanship will
gst neal returns. And the constitute
tdon OF that salesmanship makes all
the ddffrence btween success and
failure.
The writing OF successful adyertis-
ing Is an art or science like photo
gTaphy or medicine III cannot be
used successfully by amy one who has
not studied it closely as any other
ant or science. The man who, there
fore, tries to practice it for fun il
only wasting his money and thine.
You would not allow an untradn-
ed clark or amatuT TO come into
your Store and sell your finest goods
to your bast customer. And you
would call anyone else who WAS gull
" OF such foolishness, a bad mar-
chant. Further, you would not ex-
psct clerk whom you had engaged
10 sell groceries, TO compound pre-
scriptions or repair watches. 1t IS
just the same with advertising sales
manship. Unless you know the rulas
of the business you cannot successful
ly write ads that are absolutely sure 10
bring cusomas into your store and
monay mo your cash drawer.
Ii you are IN business for fun Is Ia
wise % write your own ads for thsre
% nothing easier or "funnler" than +,
30 sped your money on n.sEzapsrs |
fooAshiy. But II you are An busanass
for mODsy. Il 10 bdbr 20 get some
one to mite them for you who knows
how ID bring customers TO our a5ors
and. incidentally, swell your bank |
account
just let me Tell you how easy" st |
Is % write ads and then tell me how |
much fun there is In constituting ads |
On which the increase q your bna-
ness dspends and on which you have
to build great part OF your fu-
tsIre
There are four points TO every suc-
cesstul Advertisements: F1rst. yCu
must g d and hold the atstentdon OF
the possible customer In competition
with eyery othsG adv rfasr in the
PAPER; second. you have TO creats
interest in the goods you ape dldng;
third. you must bring sstl d oonNdc-
tion into the customers mind that
sshe wants the goods more than tins
Inong In her pocket or hank roll:
and last, btu by no means least you
mnst get the customer limo your
stone 10 actually buy the goods That %
"A there - 20 d. Easy, isnt.ita
Three ara well defined RULES for