East Oregonian : E.O. (Pendleton, OR) 1888-current, 1913-02-04
FORMER LOCAL MAN
WINS RECOGNITION
Fred Drake, Brother of Lee ID. Drake
of This City, Gains Fame As Ad-
Vertiser I'm san Franclsco-Has
Handled Some Big Deals In the
California City.

Fred Drake, former we'll known
young Pendletonian and brother of
Lee d. Drake, advertising manager of
! the East Oregonian, Is making n
splendid success of advertising work
in san Francisco. He has been there
Tor some 10 years past and has risen
tc the top of the ladder in his pro-
fession. He is now a member of the
lTm of the Cooper Advertising Agen-
cy and mas charge of all that con-
Germs real estate advertising.
During recent months Drake has
| handled some enormous advertising
contracts Advertising the Richmond
Annex he expended $4,000 in eight
| months and property to the value of
S1.SOO,OOO was sold. He advertised
Forrest Hill for nine weeks, spending
total of $1,000 and real estate to
the value of $6SO,0OO was sold. Ad-
vertlsing the Crocker estate he spent
$4,000 in six weeks and property to
the value of $1,000 was sold. Dur
ing the year 1912 Drake handled more
real estate advertising than any other
! advertising man in San Francisco.
When he first went to his present
Held the former Pendleton boy was
with Friedman Bros, furniture deal
ers. Later he was with the Brun-
er furniture house and immediately
| after the fire he served as advertis-
ing manager for the city of Oakland
working under the Oakland CONNER
clal club He is a clever cartoonist
as well as ad writer and his artistic
work aids him. greatly in his profess
sion.
AT recent banquet of the ad men
of San Francisco, Drake was one of
the speakers and the following is from
his address:
How can l arouse interest after l
have attracted the readers attention
There are five esta blished ways or
channels of arousing interest. The
| advertisement must appeal to the
reader through one or more of his
five senses.
The simplest way to find the ones
that are applicable to your property
| IS by the process of elimination. Some
of the five senses are a little far
fetced for real estate, but shall men
better understand by methods of rea-
soning and elimination For exam
pie:
Seeing: What have that he would
like to see? Now jot down every
thing pertaining to your property
| that your prospect would appreciate
and you would like to have him see.
The sense of seeing is the all import
ant means of reaching your prospect
when advertising real estate, so play
it carefully. What you say and how
you say it is what the reader sees
first. Do not forget that two of the
strongest words in the English Lam
guage are Gomez "Seei" Your
copy to be a success must persuade
the reader that it is to his interests
| to come and see your property.
Hearing: What have 1 that he
would like to hear2 This sense is
played upon mostly by theaters and
musical dealers and cannot be used
in real estate advertisement This
is the sense the salesman plays upon.
Smelling: What have 1 that he
would like to smell? Not dealing in
perfumes, my only point to bring out
would be to breathe mountain atmos-
phere, sea breezes or pure, fresh air.
Tasting: Not dealing in liquors or
beverages the only thing 1 can bring
out under this sense is pure, fresh
water.
Feeling: There are two kinds of
feeling. One the physical sense by
contact, not applicable to real estate;
and the other the inner feeling, which
is the state of mind of person after
you have appealed to him through
one or more of the five physical
senses.
Start on one of the five physical
senses, and then sum up by concen-
tration on the inner sense to animate
his ambition to arouse his pride of
possession and excite his desire to
own.
Get the readers mind in a recep-
tive mood; for in the mind the de-
cision is determined to either reject,
accept or investigate.
Investigation is what you should
strive for and | believe that one of
the greatest aims in advertising real
estate should be to incite curiosity
sufficiently that the reader investi-
gates by calling at the advertisers Of
flee or tract, for then he becomes all
that advertising can make of him, a
prospect"
The desire to investigate is brought