The Laurens advertiser. (Laurens, S.C.) 1885-1973, 1911-08-30
put "runoh" Into Your Advertising.
he c.E.zIMMERMAN co. Chicago.

WHO WuulS 10 40 you DOHlly INJURY, ii
you are the average American man,
you straighten out your body and give
the miscreant n direct nit from the
shoulder that lays him out-a can
didate for the hospital.
That is called punch.
But there are other kinds Of punch
Every kind of human action originat-
ed by human being may be strong
or weak according to the energy put
into it by the person. The effect of
those actions on the rest of the world,
or on any particular person. when
those actions make deep and paralyz-
ing impression is called punch. We
tall; about the punch of theatrical
play, meaning the strong permanent
blow OF its action on the feelings of the
audience. a story has punch and the
give punch to his daily work and life
that will leave lasting impression
on the people with whom he comes
into contact 1t is punch that makes
you uccessful-without punch you
cannot even hope to start on the road
to prosperity.
Punch should enter into every ac-
tion of your life. If you pray, put
punch into it. If you sell goods in
your store, put punch into the selling
talk. Punch shows sincerity just the
same as that blow from the shoulder
on the part OF the man. If you look a
woman or man in the face. and put
punch into the arguments and sugges-
tions YOU use to sell your goods, you
will create an impression that you be-
lieve in what you sell and that fact
alone goes a long way towards CON
summation of the sale
When you look carefully over the
written accounts of the men and wom
en- who have made history and been
really great in all walks of life, you
Will find innumerable instances of
punch, showing clearly that success
was built on it, as much as on their
other actions.
Many men and women believe all
that is necessary to secure success in
life Is to conceive an idea or set Of
ideas and carry out the actions in con-
nection Herewith along we'll defined
rules. They even become initiative
and follow the rules laid down by the
great men and women l have enum-
Grated. That is the road to failure.
No matter how good your plans are
or well laid the methods of carrying
them out, you must put punch into
their execution to make them success
ful.
When you want to make your bust
ness success, and you know that
the highest grade of craftsmanship,
both inside and outside your store is
necessary to that success-be sure you
also allow for punch in the execution
of your plans. In your publicity, for
instance, you need punch in the sales
manship used. No matter what your
business. you require punch in that
salesmanship to impress your goods
on the minds of the people and make
them remember you sufficiently long
and earnestly to buy. 1t is just the
same punch as is referred to in CON
nection with the theatrical play. I'm
less that play has punch it would not
leave a sufficiently good impression
on the playgoers to make them criti-
else it to it's advantage. Use punch,
then, in your advertisements. Punch
home straight from the shoulder" in
to the minds of the prospective GUS
toner and he or she will remember
you longer and more favorably than
all possible rivals.
AS you already know, there are four
points to a successful advertisement
that must be made operative before
1t can be successful. 1t must capture
the attention of the prospective Gus
toner; 1t will have to create interest
In his or her mind and IL must after
wards bring conviction that the goods
are what they are represented to be
and that they are needed by the pros
pect. Lastly, the advertisement must
cause the actual purchase of the goods.
Any man who has studied adver-
tising closely can very easily combine
all those principles in some sort of a
way but 1t requires an expert to com
bine them successfully.
A salesman in your store may easi-
ly apply All the rules of selling TO the
customer that comes in, but he may