The Glenwood post., 1912-02-03
dhdoertisiing|
Talks j
TALK ON RETAIL AD PROBLEMS
Seek for cheerfuIness, Avoid Super
latives and Write Intelligent,
Careful Copy.

Careful Copy.
A practical talk on advertising was
given at a noon luncheon OF the Pub
licity Club Of Springfield, Mass, the
other day by Willard e. Freeland, as
sistaat secretary of the Worcester
board of trade and secretary of the
Worcester Publicity Association His
subject was "A Plea for More Eff
cient Retail Advertising"
In my own mind" said Mr.. Free
land, II have always divided the ad-
vertiser's problem into five grand d.
visions: Appropriation. media. copy
and cuts. layout, cooperation. The
appropriation. the f1rst-and with
many advertisers the last and the
middle-is a real problem | remem-
Der one big shoe manufacturing firm
that was saved from failure by the
insistence Of one Of the partners that
all costs should be figured on the
basis of the largest production not on
ly when the factory was running at
capacity but at all other seasons
thoroughly believe that the retailer
should absorb some of this idea and
should plan his appropriation for the
year on the business Of his best sea
son.
When you see cut or display line
that is likely to be associated with the
readers former experience said Mr..
Freeland In discussing the question Of
copy. you have established a bond
that will make him read further. Why
then waste time and money on pretty
cuts and pretty sayings that are not
in some way linked up to your story?
Why make the mistake Of placing an
attractive and catchy cut below your
legend SO that the eye will jump
down to 1t and then go on to the
next fellows ad? Why not cater to
that sense of pleasure in every hu-
man being by properly dividing the
proportions of your advertisement in
stead Of offending the eye and Gre
ating an unconscious state Of rebel
lion In the readers mind?
81 decry the use of the superlative.
There is something wrong with
mans mental process when he thinks
to impress people with the use Of
such words as greatest. stupendous.
extraordinary. gigantic and the host
of other eXtravagant words that meet
our eye in every newspaper of the
land. | am not believer in the use
of comparative prices, Many Of the
strongest retail concerns have
dropped the use of this feature Of
the usual retail copy and l have yet
to hear of the concern which has gone
back to such use.
IF you have occasion to make
sweeping reductions be sure and in
clude in your copy a full statement
of the reason for such reduction.
couched in such truthful and sensi-
BILE terms that the reader will be able
to see a logical reason therefor. If
your buyer has made an error of
judgment and overloaded some de-
partment. say SO; 1t won't hurt you.
People will be impressed with the
fact that you are frank and truth
full and that you are only human like
themselves. Be sure and state prices
always. Give adequate description of
the goods you offer Do not by di-
rect statement or by innuendo men
tion your competitors or competing
lines. It serves only to distract at
tention. the one thing that you are
most desirous of retaining Study
the wonderful power of habit Make
all use possible of this universal
habit. Keep your business always be-
fore the people by continuity in ad-
vertising Have some one thing in
your advertisements. some special
name cut, some special face or type,
some general arrangement OF copy
that will bring you and your business
to the readers mind at even a cur
sorry glance.
"A word about cooperation Note
the method of national and technical
magazines and endeavor to get on
the same page with your competi-
tors. that you may all share In the
assured result Of cumulative advertis-
ing When you boost your competi.
tors game you are boosting your own
Be honest in your copy and be honest
In your goods and selling methods
Make sure that every clerk knows pre-.
cisely what you are advertising for
the day, Change your windows to
agree with your ads, Employ cheer
full ads and cheerful clerks. Use ev-
cry means to create an air of con-
f1dence and good will and optimism.
Thus will you create trade for your.
self and your community, strengthen
the faith of the public in the printed
word and make of advertising what
1t should be-your most successful
salesman"