The Delta independent. [volume] (Delta, Colo.) 1886-19??, 1912-03-15
SCIENCE OF COPY WRITING
"know Your Audience" One Of the
Chief Requisites In Successful
Advertising.


ing what to talk about are the chief
necessities Of the successful copy writ
er. declared George H. Perry. a we'll
known advertising man. before an ad-
vertising class in New York city the
other evening
Inc first requirement-knowin
your AUDIENCES very simple
thing. but often forgotten by adver-
Users A striking illustration of this
occurs IN one Of the women's maya
zines. II Is the Advertisement Of an
electrical device. used in homes. to
De sure. and good thing to adver-
use In woman's publication, but the
40 Is the same one used in an cleo
trical paper and addressed to dealers
IN electrical supplies. The man who
wrote that ad used the language OF
the trade In speaking to the woman
IN the home. which of course is all
wrong"
In discussing the next question of
what to say. the speaker analyzed
the talking points of an article-com-
petition. price and quality.
There must always be a difference
between competing articles. or else
tney would not be on the market at
the same time. The question is. What
can you talk about that the other feI-
low hasn't got? Your article is either
newer. simpler. of different design.
more beautiful or better for some mer.
chandising reason
In default OF any such difference.
price is OF the next importance. Can
you sell It cheaper? Then comes DUAL.
ity-Quality in the sense OF character.
with some articles the competition
that Is. the difference in manufacture
or design-may not be a talking point
The purchaser Of an auto. for instance.
does not care SO much how his ma
chine operates as he does about the
quality or the price. You must de-
termine the talking point of your
article.
Now. you know your audience and
you have picked out the talking points.
The next thing is the writing OF your
ad-the text. typography. and Illustra.
ton 1t is no more necessary to be
smart or clever in your text than II ia
TO be handsome In business What
the public wants now are the facts.
our text must be practical as dis
dnguished from being merely clever.
Be sensible In your choice OF Ian
suage: be simple and direct Peo- |
pie are not SO particular as to the
literary quality of advertisements:
hey go to the editorial pages for that
Let the goods talk II you say every
hing you can say and your ad still
'eems weak. the fault is not with you
'ut with your goods You can not do
more than let the goods tell their
'wn story. II that story is insufficient
{ 10 not your fault Don't be afraid
II short ad: the shorter the ad the
>etter."
Mr. Perry Just touched on the psy-
biological side Of advertising: There
8 q governing trait In human nature
hat makes you instinctiveiy recog.
lie the truth. You can always tell
when man Is In earnest-hence the
necessity OF sincerity in advertising.
When you once have sincerity. no mat.
er what you write you will convince.
FOR that reason be receptive TO in.
luence: don't let a man deceive you.
tut try to catch his enthusiasm In
lis article"
In connection with the text Mr.
Perry told Of the important part
'layed by the headline. 1T must
atch the casual glance. which Is
ometimes even antagonistic: In nd.
ition II carries a message There.
ore. give the headline much thought
Use simple. short words FIJI your
Inc without crowding Do not use a
blind headline. You not only lose a
eader-you disappoint him-and he
vii have no faith thereafter. A head.
me that merely makes an effect does
ot accomplish It's real purpose. II |
GU have an illustration II must be
art OF the story Pictures are some I
ines too good and. instead Of direct.
ng to the story. distract. Rather than :,
e companion to the text the Illus.
ration should be an auxiliary '
Then. II you have the right things t
D say and the right audience; II you q
elieve In the article yourself and t
MI tell what you know and believe 1
1 the most simple. direct. quietest.
lost persuasive language and In the
hortest words you know-you have
ne right ad." i