Ceredo advance. [volume] (Ceredo, W. Va.) 1885-1939, 1911-08-02
|dhdoertisiing
Talks
JUST WHAT PUBLICITY DOES
t May Not Sell Goods but IL Arouses
Interest in What You Have
to Offer.

Robert b. Wallace, advertising man
ager OF an Omaha Investment company
recently gave the Omaha Real Estate
exchange an entertaining and profit
able talk on advertising. Among other
things. he said:
Advertising is craftsmanship, yet
doubt II advertising sells lands or sells
goods Advertising arouses interest in
what you have to sell, but there must
De personal craftsmanship. 1t is the
personal element that backs up the
vigorous advertising that separates a
man from his money.
Advertising is promise. Every ad-
Vertlsement promises value received
10 the man who spends his money.
whether 1t Is for dry goods or real es-
tate. The man who makes good in his
promises is the one who is successful
in his advertising.
advertising is optimism-one must
have faith in what he is Offering the
public. In my work | have adopted
this motto-'To be interesting one
must tell the truth audaciously.' Con-
slder this statement for moment.
Audacity does not mean exaggeration
but bold presentation of what you
nave to place before the public.
In the work of our company we
nave spent much money for photo
graphs and pictures, because people
IKE 10 see what they are buying; they
want TO know something beyond what
they can be told in cold type. The
printed matter, however, must be pre-
pared with intelligent care.
In recent campaign we were an
proached by the owner of a splendid
farm, well improved. well located. who
wanted to sell the farm. and listed it
with us, signing up u contract to that
effect. The matter was turned over
to me for publicity, and / described
the land, the crops and the general
conditions. don't think l stretched n
single point in the writing up of that
farm. Shortly after issuing the adver.
using matter we made another trip to
that valley.
The owner of the farm came to Mr.
Payne and said he would like to with
draw the land from the market. Mr..
Payne asked him WHY and said he
couldn't very we'll withdraw, as the
contract was signed and we had issued
advertising matter descriptive of the
place. Yes said he, 4 saw a little
write-up of my farm. My wife and I
read 1t over and it sounded so good
to us that we decided we couldn't do
better, and we want to keep the farm"
In our advertising work 1 hear the
remark frequently, and probably as a
criticism. that advertising is a great
expense. Let me suggest here that n
advertisers would consider that item
az an investment rather than an ex-
pense, l believe there would be moro
OF 1t, and that it would be more Of.
fective. Advertising surely costs
money, but 1t should not be on the ex
pense account. Money spent in adver-
Using puts your name and your bust
ness before the public. 1t becomes
then part of your assets. Adyertis
ing is the handmade of opportunity:
she is tapping at your door.
1T is an old saying among anti.
quated advertisers that they are adver.
tised by their loving friends, and that
is about the way Nebraska is adver.
tised at the present time, and that
means she isn't advertised at all.
Il could talk with you for some
time longer upon our work in the
south, but do not want to weary Won
with the details of that campaign. You
doubtless would be surprised to know
that the actual expenditure in printer's
ink in selling 10000 acres in Louisiana
during the winter was less than 40
cents per acre
We have run great trains-at ono
time having eight cars in a speclaI
We have taken trips over tropical New
Orleans, have visited historic battle.
fields OF the south, taken our guests
back into the old plantation DAYS. wo
nave given them a touch OF southern
life and entertained them 10 the host,
Of our ability In a little over four
months OF work in 'he south we have
sold over 81 100000 worth OF land"