The Washington times., 1912-06-02

The bank nowadays which does not do
some form of advertising to keep its
facilities and claims before the public is
hard to find. In fact, II is only some
old conservative institution, secure in a
certain amount of patronage and not
yet awake to better methods. which
does not make regular and consistent
use of advertising to enlighten its old
and seek new patrons.
William c. worthington, who has
charge Of the advertising and publicity
work OF the United States Trust Com
pany, has consented to favor The Times
with some of the facts and deductions
he has arrived at after several years
experience in the business. He says:
Bank advertising-what a shock the
very suggestion would have caused the
bankers Of fifteen. nay, even ten years.
ago! Even now. a feeling of outraged
dignity is discovered In some banking
circles when the subject Of advertising
by banks is broached. But such cases
are growing fewer every day, and the
shock is reversed as. one by one the
older institutions make their maiden
appearances in the public print. And
neither the pioneers in bank advertis-
ing nor their followers have ever found
It necessary to sacrifice the innate dig
nifty with which they rightly pride
themselves.
I'm what particular Is the principle OF
bank advertising In the abstract differ
ent from that of any other honest busi-
ness advertising?
Get Good Results.
s"yUhtla x,o tba -. nL.rs hay> ,,o t,ar
gains for sale. as bargains are rated by
the initiated. those Of us who have tried
out intelligent advertising. are often
astounded at the results attained. We
find, though our product is standard
and in most essentials identical with that
Of our next-door bank neighbor. that
our offerings are regarded by a large
part of the public as bargains, and bar.
gains to be most devoutly desired.
I'VE, on the inside, who come in
contact only with those who are so sit.
uated as to be familiar with the services
offered by banks, are prone to feel that
all of the depositing public know every
thing about what banks offer and can
do for their customers; so we some
times inquire of ourselves:
whats the use of spending good
money to tell people what they already
know. and besides It ought not be con-
sistent with that ever-to-be-upheld ave-
inspiring dignity?
The public, as a rule. does not know
these things: how should It? Banks and
their inner workings. their services. In
ducements to depositors. ETC.. have been
been more or less matters Of mystery
to the average human, who. even
though desirous Of knowing about these
things, had no means Of gaining such
knowledge until certain courageous
banking men broke through the forbid
ding wall of dignity, silence, and re-
serve, and started the education of the
public in this line. The bank has some
thing to offer. the public needs thai
something, and in most cases would
eagerly avail itself Of the many priv.
leges and services offered II told OF
their existence. What more natural
than to tell that public, upon whom
mark you, the banks must rely for sup
port sufficient to accomplish their ENDS,
what they actually have right TO
know! Granted that such Is the case
how best to tell the public Is the Ques-
ton.
Needs Brainy Men.
How to tell them Is easier asked
than answered. and II We all knew how,
advertising would not be the great busi-
|, ness II is. or have in its ranks some
of the brainiest men in the country.
Experience, study, and trusted advice
are the chief guides toward selecting
the mediums best suited to presenting
the bankers offerings without exceed
ing the limits of the appropriation al
are not Inexpensive, as a rule, and
space purchased therein should be
treated with the Difference due any eX-
pensive investment For good adver-
ment as we'll as an expense; And right
here is where the average bank makes
the greatest mistake in its campaign
that Is paying a large price Tor valu-
able space and placing tnefein copt t
which Is vacuous' insipid. stiited' but
Copy which is unnatural. in that no
banker If given the chance to speak
personally with the reader OF sald copy
What banker would buy an expensive
and build thereon hutf He would b'
the first to condemn, such action in a
fellow-man. and yet he permits the
same thing in principle to be done
every day with his advertising appro-
| priation. The whole secret OF copy
writing Is to SIT QOWn ana WTitS Juot az
| though one were talking to the pros
| pective customer at ones desk and mol
| through printers ink.
Must Be Done Right.
Preparing copy is like any other
thing worth doing. worth doing right
The falsest economy in advertising Is
to adorn a good space with poor ad
The first consideration Is to catch tine
eye. To do this. 1t Is necessary to SHOW
! something out Of the ordinary, or diff
kferent from it's surrounding matter
Selection of type is a big factor in ac-
complishing this end, as well as all w
| ing white space around the printed mat
ter. BY selecting type is not meant select
| ing the boldest and largest In the case
| Some of the worst looking ads put oul
have been those filled with huge words
and sentences on which the advertiser
wishes to Law emphasis whereas more
emphasis could have been obtained bS
| the use of regular reading type!
| "Another common mistake is made by
| the advertiser who reasons that since
he has bought a certain space, he'll ge
| his moneys worth by crowding as mucf
| copv In that space as the border viii
hold Among the most attractive ads
used are those which sometimes place
la single good, snappy sentence in thu
midst Of a large white space. TIT
mistake is often made OF not creditint
| the reading public with any Imagination
| cea,atLIn1 should he left to that imaR