Devils Lake inter-ocean. (Devils Lake, N.D.) 1909-1915, 1911-11-17
MAKE ADS CONCISE AND CLEAR
Meaning Should Not Be Left to In
ference Of the Reader-Study
Both Sides Of the Case.

ference Of the Reader-study
Both Sides Of the Case.
It 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 a 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 AL the space with some large
type thrown in and a picture, con-
stitutes an advertisement This hap
hazard method usually 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 we'll
every word, and eliminating every
unn ecessary 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 Is very necessary before the re-
quirements of the good advertisement
can be fulfilled.
In writing the advertisement one
must remember that the mind, par
dcularly the mind of the more or less
Indifferent reader, Is a lazy thing.
and the appeal to it 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
firms recently a small booklet Ell
titled How We Lost a Customer"
Inside the story might have been
that through poor health and conse
quent inattention to it 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
hv
He died. The effect is forceful, it
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-the meaning not left to be
inferred by the reader Only the
cleverest of people enjoy a story
written in that ''impressionistic"
style. and no one will bother with such
an advertisement For the sake OF
clearness, too, the matter should be
simplified by the exploitation of as
few lines of good as possible and If q
number are used. the text should be
arranged 30 that each will appear dis
q h1ctly by ITSELF Otherwise 1t Is
9 like so many statesmen all shouting a,
n the reader at once, and naturally be
d gets away from them as quickly as
,. possible.
e In addition to clearness of language
and expression, there should be clear
n ness of typography-it should be
e easy to read and not firing on the
y eyes This is matter largely for the
i printer, as the advertiser, unless o.
b exceptionally broad experience, IL
t. less able to judge of effects than a type
IS setter. But in this connection, the ad
l. writer should see himself that thu
s space is not crowded White spac.
q costs money. but 1t attracts attention
q and pleases, oftentimes creating
much more favorable impression thai
T. an tndifferently executed illustration
d which would entail additional ex
d pense.
r Another serious stumbling block t,
1t the student ad writer is his failur,
). to give sufficient thought to BIZ
l. proposition from the standpoint o
e the buyer. and this frequently result
3, In completely wrong constructio,
p of the advertisement His idea
s and arguments may be all right, bu
e be presents them from his view
point rather than to appeal to tn
2 reader; he wears his coat wrong sid
g out He should ask himself: IF
8 were reader, what is there abou
J. these goods that would induce me t
9 part with my money for them?"
y Human nature is essentially seifist
and unless this point of the apes
r to the buyers selfinterest Is give
y very careful study. something of it
o weight is apt to be lost There is
70 story told of an Irish Judge. whe
n after hearing the plaintiffs cas-
2. refused to hear the arguments of tn
% defendants attorney. contending tha
b 1T would have undincy to confus
the coort" Do not fail to hear bot