The Yale expositor. (Yale, St. Clair County, Mich.) 1894-current, 1912-12-05
that makes the suggestion, other
things being equal 'it

Things Delns equal.
To illustrate, II your wife or mother
or brother says, Go to Smiths for
your lunch. know you'll like II" YOU
accept the suggestion without ques-
ton, and il no more powerful coun.
ter motive arises. you'll act upon It,
and go to Smiths for your lunch. be-
cause you know that your mother or
wife or brother Is in sympathy with
your needs and requirements
il your friend says, go to Smiths"
you accept his suggestion with greater
Or less readiness, Just as you know
him to be In sympathy with your needs
and requirements.
Ii a stranger may make the same
suggestion, you are cautious about ac-
cepting it, There is doubt. You are
not sure he feels just as you feel about
things to eat.
But If the newspaper. or street car.
or bill board says to you in type. &c
TO Smiths for your lunch. | know
you'll like it," doubt looms large. You
know the newspaper or street car or
bill board has no hunger like yours to
satisfy nor palate TO crafty. You feel
that they are not In sympathy with
you. and however powerful their sug-
gestion may be otherwise, 1t is weak
because OF this lack OF sympathy.
Sympathy cannot exist between a
person and printed page. or lamp
post, or a dog, or anything but an.
nthnr Co a
ads human. We must put in a lot Of
human interest stuff.
We must have pictures, for pictures
are the most expressive OF all instru-
ments for conveying thought. We
must have the picture Of person who
is as nearly as possible the readers
Ideal of what a person should be I'M
der the given circumstances. express
ing human feeling and emotion In
every line. Such picture will arouse
similar feelings. sympathy, in the
reader.
Deep in Receptive Mind.
Then make your suggestions. Ii
strikes deep into the receptive mind,
and will surely have the desired ef-
feet. If there are no stronger counter
motives.
Here we have a man. healthy
hearty, hungry man. He's enjoying
himself to the utmost. for he has just
been served with one OF Smiths In
comparable steaks. He's alive. He's
human. He feels as we feel. There
is tie of sympathy between that man
and ourselves. II he says. Go to
like it." His suggestion will carry
weight with US, for we like him, we
respect his Judgment. and are in SYM
pathy with his appetites and feelings.
That's the surest way to get in a
powerful suggestion; get the readers
sympathy.
There are other ways.
A direct command Is powerful sug-
gestion, even without the human ele.
ment. The natural tendency of the
human mind is to obey any command,
if there is no equally strong reason
for not obeying it.
Repetition is a method of driving in
a suggestion that is familiar to every
adman, and needs no further elabora-
ton
The human mind is a great imitator.
If it has nothing Of its own to do, it
will initiate what others have done or
are doing.
II you can suggest that the best pee
pie, or the wisest people or the most
people are using your product, the
reader will be led to do likewise.
Then there is what one writer has
termed suggestion by inference. "
which Is perhaps the truest form Of
suggestion used in advertising. by
this is meant the process by which the
advertiser brings the reader to the de-
sired conclusion without referring d.
rectly to certain qualities. virtues or
benefits OF the goods cr services ad.
vertised. A reader who is drawn thus
to the advertisers conclusion is bound
to 1t by the whole force of his egotism
He feels that he has reasoned it out
himself, that 1t Is his own idea"
This method of leading to conclu-
sion by indirect suggestion Is well IL
Illustrated in the advertisements of
those firms which must meet strong
competition, but who know the bad
impression made upon the public by a
direct attack upon competitors prod
ucts.