The Glenwood post., 1911-09-16
MAKE ADS CONCISE AND CLEAR
Meaning Should Not Be Left to In
ference of the Reader-study
Both Sides of the Case.

1t Is understood at the outset that
before one thinks of attempting to
write an advertisement that he should
familiarize himself thoroughly with
the thing to be advertised-should
have a. complete knowledge OF its
uses and special advantages, and the
particular field in which the appeal
Is to be made. This is so obvious
that it scarcely requires mention.
Taking it for granted, however
that the ad. writer has studied up
the proposition and understands 1t
clearly. the first step is to realize
that an advertisement cannot be
written successfully at moments
notice. The amateur in this work is
apt to treat 1t too lightly; many seem
to think that any sort of reading mat
ter to I'LL the space with some large
type thrown in and a picture, con-
stitutes an advertisement. This hap
hazard method CASUALLY called in
spiration) is much used. and the re-
suits are very haphazard indeed
The expert, on the other hand, gives
the matter careful study-that is
why he Is an expert-weighing well
every word, and eliminating every
unnecessary one. He chooses and
places them with the care that an
artist would exercise in combining
the parts-of a complicated machine.
And the thoughtful student will
realize early in his work that this
study ia vory pooaccor,- bofora tba
quirements of the good advertisement
can be fulfilled.
In writing the advertisement one
must remember that the mind par
ticularly the mind of the more or less
Indifferent reader. is lazy thing.
and the appeal to 1t will be only in
proportion as the idea can be easily
grasped, so that three essentials of
the successful advertisement are
force. brevity and clearness
AS concrete illustration of the
point Of force in the language used
there has been used by number of
hrms recently a small booklet en-
Titled How We Lost a Customer"
Inside the story might have been
that through poor health and conse-
quent inattention to 1t his business
gradually fell away. and he finally sue
cumbed to a lingering Illness" But
that wasn't the story. One opened
the book to be startled by only two
words. surrounded by black border.
He died" The effect is forceful. 1t
compels attention.
The subject should also be treated
as briefly as possible, and the opening
sentences. especially. should be short.
Statements should be made very
clearly-ths meaning not left to be
Inferred by the reader. Only the
cleversst Of people enjoy story
written In that "impressionistic"
style. and no one will bother with such
an advertisement. For the sake Of
olearness. too. the matter should be
simplinsd by the exploitation of as
few lines Of good as possible and II a
number are used, the text should be
arranged 50 that each will appear dis
unctly by itself. Otherwise II is
like 30 many salesmsn all shouting at
the reader at once. and naturally he
gets away from them As quickly as
possible.
In addition to clearness Of language
and expression. there should be clear
ness Of typography-it should be
easy to read and not firing on the
syes. This 10 q matter largely for the
printer. as the advertiser. unless Of
exceptionally broad experience, is
~ 90 f,,A~ 81 h
setter. But in this connection. the ad.
writer should see himself that the
space is not crowded. White space
costs money, but it attracts attention
and pleases. oftentimes creating a
much more favorable impression than
an indifferently executed illustration
which would entail additional ex,
pense.
Another serious stumbling block to
the student ad writer is his failure
to give sufncient thought to his
proposition from the standpoint of
the buyer. and this frequently results
In a completely wrong construction
Of the advertisement. His ideas
and arguments may be all right. but
he presents them from his view
point rather than to appeal 10 the
reader; he wears his coat wrong side
out He should ask himself: "If I
were a reader, what is there about
these goods that would induce me to
part with my money for them?"
Human nature is essentially selfish.
and unless this point Of the appeal
TO tho buyers self-interest Is given
very careful study. something of Its
weight is apt to be lost There Is
story told Of an Irish Judge. who.
after hearing the plaintiffs case.
refused to hear the arguments Of the
defendants attorney. contending that
1t would have a tindincy to confuse
the coort." Do not fail to hear both
sides Of the case before the adver-
tisement matter is prepared.