Greene County herald. (Leakesville, Miss.) 1898-current, 1912-10-25
ARGUMENT NEEDED
TO BACK UP ADS
Clear and Concise Reasons Nee
essary to Give Force to
Publicity.
BY j. M. scHLiTz.


cause of considerable difference Of
opinion, even ameng the best known
advertising men in the country.
There are no two competing firms
that viii advertise exactly from the
same angle. or viewpoint.
All advertisers strive to give rea-
sons. and produce evidence as to why
their particular piece Of merchan-
disc Is superior to any other like
merchandise offered to the prospective
purchaser, by explaining their own pc
culiar and superior methods of manu-
facture, advantageous position for
making prompt deliveries, or their I'M
equaled purchasing power of the raw
material.
In the first place, 1t is necessary
that the advertiser place himself In
the other mans position, as well as
looking at the proposition from his
own side, In order to be able to
strengthen his own argument. by over
coming the argument that the pro-
spective purchaser Is likely to meet
him with, in his own mind. while read
ing the advertisement. This Is an I'M
portant matter in advertising, and
believe that the reason so many ad-
vertisers fail to secure the expected
results, is largely from the fact that
many simply see the proposition from
their own point of view, being en-
tirely oblivious of just how 1t will ap-
peal to the other man. or the majority
Of prospective purchasers. In selling
a man merchandise, whether 1t be for
his pleasure or profit, we must mold
his mind to four different attitudes, be-
fore we can secure his name to the
order. First, his attention. This is
comparatively easy for the personal
salesman, but, to get back to the sub
ject. when we have his attention, 1t
is then necessary that we excite his
interest. which is a little easier, II we
have something In which he Is inter
ested. Then. 1t is necessary to create
In him desire to have by showing
him the many improvements and bene-
fits that he will derive, and lastly, In
duce In him the determination to buy.
Two Ultimate Results.
An advertisement intended to Sc
cure direct results or sales, must have
a proposition which should have In
view two ultimate results: 1t must
either induce the expenditure of mon
ey, or induce the exercise of choice.
In the first place, supposing the adj
vertised article is merely an improve
ment over the usual type of an ar
ticle in general use by certain class
of users, which gives satisfactory re-
suits, and which is generally consid-
cred as meeting the requirements of
that class OF users. Here 1t Is neces-
sary to produce such argument as will
induce the purchaser to discard the
present article and decide on the other
expenditure of money, which he had
not intended to spend. In order to do
this, it is necessary to give specific
reasons, showing why and how the
article would make saving, by dis
carding the one already in use. and
putting in the new
This cannot be accomplished by
simply dealing In generations or for
instance saying. Our machine will
save you 500 a month, It is far ahead
of the machine you now have" 1t
must be explained just how this saw
ing is accomplished and whether or
not 1t will economic In material. la
Dor or whatever the case may be
and in such way that the prospec-
tive purchaser may grasp 1t without
requiring considerable study on his
part.
Where 1t is necessary to induce the
exercise of choice, 1t is different
proposition, for this is case where
the man intends to spend the money.
perhaps for the same article that
he has been buying heretofore. but
instead of spending 1t for the article
for which he intended to spend it, he
is induced to make a change and buy
something different In this, the adj
vertiser would argue or reason Why
this change would be benefit to the
purchaser. It viii depend altogether
on the reasons and the way these rea-
sons are placed before him. that will
induce him to make that change.
Must Give Reasons.
The average man In business thinks
he is getting along well enough with
his present appliances. until such con-
vincing argument Is, brought before
him as will show him why It is nee
essary to make an expenditure of
money on which he had not counted
But, this everlasting simply dealing
in generalities without any particu-
lar proposition In view, win not ac-
complish the desired results. Copy
that begets results must have argu-
ment that convinces by giving clear,
concise, definite reasons, showing the
where and the how of the PROPOSE
ton. IT is argument that produces
results. that counts Simply coming
ont In an advertisement and saying