Northern Wisconsin advertiser. [volume] (Wabeno, Wis.) 1898-1925, 1913-08-29
Advertising
Talks
WHAT TO PUT IN
YOUR ADVERTISING
Tell Points of Special Advantage
About Articles You Have
to- Sell.

There is nothing so very mysterious
about advertising. 1t is nothing more
or less than sound business in the
sales sense written concisely and
clearly. Advertising is written sales
manship, and craftsmanship should be
the basis of every advertisement. The
retailer with, little advertising expert
ence often is at loss as to what to
put in his advertisement. Not only
thought, but how to put it so that it
will produce the greatest effect upon
his customers and prospective custo-
merg.
Newspaper advertising to the retail
er in the smaller cities and towns can
assume an almost personal aspect. He
is generally personally known to a
large portion Of people within his
home town. His advertising should be
a reflection of his personal dealings
with these people.
Naturalness is the thing to strive
for in advertising writing. Exaggera-
ton of quality in the goods advertised
is often nothing more or less than a
peculiar form of self-deception. To
the customer who has almost daily
dealings with you, the exaggerated
form of advertising makes but little
appeal. Truthful advertising of your
store and Of the products you handle
can be made a. solid basis for your
future business growth. Newspaper
advertising carries with 1t distinct
advantage.
Every advertiser who uses d daily or
weekly paper asks the public to buy
of him The public is involuntarily
persuaded to buy at the store whose
advertising is the best and who can
back up that advertising with stock
of goods of the right quality. The
thought that Is put into an advertise
ment is of as much Importance as the
inducement to buy. In the writing of
advertising the retailer must forget his
competitor for the time being. Don't
even hint of his existence or say that
your goods are the best unless you
are satisfied that they really are.
Hundreds of dealers daily use the
statement that their goods are of vast
ly superior quality.
Other competitors handling articles
of similar quality slip in under the
advertising with a slight price reduc-
ton. Special quality has come to be
known as the synonym for higher
prices, although 1t Is not necessarily.
When you make any statement about
any article be sure that you can prove
1t on the goods themselves.
Do not make your advertising a We
hicle for carrying your sense of humor.
Grotesque cuts and the use Of eight
or nine different kinds of type destroy
the good effects of the advertisement.
Do not buy valuable newspaper space
to follow 1t up with a few obvious
phrases which are not descriptive of
the articles you wish to sell. No mat
ter how inexpensive the space in your
newspaper, it should be made to say
something and to say 1t we'll
Here is a simple formula for writ
ing a good advertisement for the man
who lacks technical knowledge of 1t.
Study the articles you have to sell
thoroughly. Pick out their points of
special advantage. If-the price is
special inducement, play 1t up strong.
Do not try to say too much. Pick out
few strong points and play them up
logically. Every sentence should add
something to the advertisement. The
last one should lead up to climax.
Select the strongest feature of the adj
vertisement for a head line. Make
that head line short and complete
statement.