Polk County observer. (Monmouth, Polk County, Or.) 1888-1927, 1911-10-03
Put sEPunch" Into Your Ad-
vertiSin8.

Nhen you are attacked by some
one who wants to do you bodily inju-
ry, if you are the average American
man, you straighten out your body
and give the miscreant a direct hit
from the shoulder that lays him out
a candidate 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 paral-
wing impression, is called punch.
We talk about the punch Of a theatre
cal play, meaning the strong perma-
nent blow Of its action on the feelings
Of the audience. A story has punch
and the most ordinary clerk in your
store can give punch to his daily
work and life that will leave a lasting
impression on the people with whom
he comes into contact. 1t is punch
that makes you successful-without
punch you cannot even hope to start
on the road to prosperity.
Punch Every Day
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
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-
lieye 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 wo-
men 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.
that is necessary to secure success in
life is to conceive an idea or set of
ideas and carry out the actions in
connection Herewith along well deiin-
ed rules. They even become imitat-
i've and follow the rules laid down by
the great men and women have emu
merated. That is the road to failure.
No matter how good your plans are or
how well laid the methods of carry
ing them out, you must put punch in
to their execution to make them sue
cessful.
Punch Into Your Plans.
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 exc
cution of your plans. In your pub
licity, for instance, You need punch
in the craftsmanship used No matter
what your business, you require
punch in that craftsmanship to inn
press your goods on the minds of the
people and make them remember you
sufficiently long and earnestly to buy
II is Just the same punch that is re-
ferred to in connection with the the
atrieal play Unless that play has
punch il would not leave a sufficiently
good impression on the play-goers to-
make them criticise it to its advan-
tage. Use punch, then, in your adj
vettisements. Punch home straight
from the shoulder" into the minds of
the prospective customer and he orI
she will remember you longer and
more favorably than all possible
rivals.
As you already know, there are
four points TO a successful advertise
ment that must be made operative be
fore il can be successful. 1t must
capture the attention of the prospect
i've customer; it will have to create
interest in his or her mind and IT
must afterwards bring conviction that
the goods are what they are repre-
sented 10 be, and that they are needed
by the prospect Lastly, the adver
tisement must cause the actual pur-
chase of the goods.
Punch in Your Ads.
4 salesman in your store may
easily apply all the rules of selling
70 the customer that comes in, but
he may not be successful through lack |
of forcefulness-punch. Ii Is the |
same with an advertisement. You
need punch-the appearance of force
ful honesty and convincing power in
the wording and expression of the al /
to bring the results that YOU have a
right 10 expect from it.
Ii is punch that makes all the diff
ference between success and failure 4
in the advertisements IF our greatest 4
retailers. lt is punch that will bring /
success TO you through your am
nouueements and unless you are able
10 incorporate punch into them. you
may a. well DO 80 advertising at all
The best way % get advertise
menis that have not only the neces-
sary punch bat that are constructed
Ia every way 10 bring results Is %
buv q syndicated advertising service.
This service Is offered in a series Of
81. one advertisement for each week
III the year. Each al is supplied along
with an attention compelling copper
plate cut. THE illustration drawn by /
4 high priced artist The whole So
rirs has been constructed by an ad-
Feriising exuert with a national rep /
4fafion who has made a snccess for
nany other merchants IN The same po-
iti0n aos yourself II wonid be inn
possible e huv those advertisements
~ ihe iow price az which they are
oid-from one dollar per week up