The Ocala banner. (Ocala, Marion County, Fla.) 1883-194?, 1912-12-27
ARGUMENT NEEDED
TO BACK UP ADS
Clear and Concise Reasons Nee
eSsary to Give Force to
Publicity.
BY ]. M. SCHLITZ.

me argument In an advertisement
is a subject that covers a broad field
in the advertising world, and is the
cause of considerable difference of
opinion, even among the best known
advertising men in the country.
There are no two competing firms
that will 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 un-
equaled purchasing power of the raw
material.
In the first place, it 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
ling the advertisement. This Is an i'm
&rtant matter in advertising, and
! eve that the reason SO many adj
tisers fail to secure the expected
|fesults, 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 it 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
Iject, when we have his attention, it
lis then necessary that we excite his
Interest, which Is little easier, IL we
have something In which he Is inter
lested. Then, 1t is necessary to create
Iin him a desire to have by showing
him the many improvements and bene-
PTS that he will derive, and lastly, In
huce In him the determination to buy.
L Two Ultimate Results.
An advertisement intended to Sc
kure direct results or sales. must have
y proposition which should have In
fiew two ultimate results; it must
hither induce the expenditure Of mon
ky, or induce the exercise of a choice.
IN the first place, supposing the adj
fertised article is merely an improve
hent over the usual type of an ar
licle In general use by a certain class
bf users. which gives satisfactory re-
butts. and which is generally consid-
bred as meeting the requirements OF
That class of users. Here II is neces-
lary 20 produce such argument as will
Induee the purchaser to discard the
present article and decide on the other
Expenditure Of money. which he had
Dot intended 20 spend In order to do
fhis. Il is necessary TO give specific
eaa0ns, showing why and how the
lrticls would make a saving. by dis
|rdlng the one already in use, and
laftlng In the new.
This cannot be accomplished by
3mply dealing IN generations or for
fsiance saying. Our machine will
bse you si00 q month. Il is far ahead
the machine you now have" II
Auai BE- explained Just how this say.
81 ia accomplished and whether or
A. n viii economic IN material la
- ar whatever the case may be
D. in such a way that the prospec-
D. purchaser may grasp II without
lduifing considerable study on his
ENhare Il 81 necessary 20 induce the
rciae ~ a cholce Il f. a different
4rosition faf this Is case where
man intends 10 spend the money.
fhaps Pr thn same article that
hns heen buying heretofore. but
Afeaa 81 SPEEDING Il for the article
ahidh h. attended % spend Il, he
inducea a. nake a change and buy
aafhinE dletrent IN this. the ad.
fiser wouid arwue ~ reason why
charge weeld b. a benefit 10 the
fehaasf Il vtli depend altogether
the reasuna aad the way these rea-
~ aru placed hsfore him. that will
an<a hin % mske that change.
Met eise Reasons
IT, aVsfane msn in business thinks
in ratflaN alptg weli enough with
pFeaAt appllneeu. until such con
nginR srrunseai Re brought before
- - ~ sAeW him Why u IL nee
49, a. mssa an expenditure Of
49, - shlsh ~ had not counted
D. this ssafasfin9 simpiy dealing
nsnesaffies Nithout any particu
NFupasilias p Fiew. WIN not &C
xAsa shs fmired results Copy
hassts sasMita must have argn-
- thnf namsmeen ~ gfving clear.
-. aennis fessuns. showing the
- nna th@ ho@ % the PROPOSE
n Il awameuf that produces