Edgefield advertiser. [volume] (Edgefield, S.C.) 1836-current, 1913-06-18
PERSONAL APPEAL
BEST FORM II. ADS
Most Direct Advertising Copy
Brings Best Returns on
investment.
By 3. r. WILLIAMS.

BY 3. r. WILLIAMS.
Advertising Is the art Of infuenc
Ing people to act as the advertiser
wishes them to act.
The most successful advertising is
usually the most direct, personal ap
peal Of man to man.
+ The forms of advertising are mani
fold and the results varied.
That probably explains who SO
many corporations have their presi
dent OF manager or chief engineer OF
fictitious personality talk for them
In their advertising. They have learn
ed that this form of appeal is most
effective, SO they get personality in
terwoven with the copy, introducing
the portraits and perpendicular pro
nouns.
Many lmitators.
Advertising form is largely matter
of imitation and we have progressed
by easy circles from the ubiquitous
business card to the "reason-why"
stage, in which every other word was
underscored with a chopped-up one
point rule, CT to thu conversational
style, the pictorial-and various epi'
denies OF illustrative technique such
as the arrow or the Coles Phillips de-
signs-and just now we are holding
our breath until some fellow strikes
q new note, SO we can all be first to
initiate it.
Advertising is largely initiative be-
cause people are initiative and we
are q nation OF hero worshippers and
nothing is so dead as q broken idol
or an abandoned advertising motif.
For several years, clothing adveTtls-
ers have followed the style Of one or
two leading advertisers So with auto
mobile advertising, and department
store advertising, and the textile ad-
vertising and piano advertising.
Ask your printer. He knows. The
fur coat maker wants catalogue ike
the leading house in the fur coat trade
puts out.
The retail merchant wants the style,
and frequently the text of the PhiilSiif DUE
delphia or Los Angeles merchs
Really it's hardly safe to crib" Los
Angeles Times ad, because one OF
two other fellows are liable to come
out with It in the same paper.
Copy is "cribbed."
The astute newspaper solicitor sells
many an advertisement by practicing
the low of suggestion, which is akin
to hypnotlsm, only more deadly. Show
Mr.. Little Dealer in any line the
beautifully written and illustrated adj
vertisement of Mr.. Big Dealer IL the
same lire, spring the trap and the
victim is caught.
The universal desire for success or
even the imitation OF success causes
q vast expenditure without adequate
consideration.
There is relatively little study Of
the market, little study or devising OF
selling plans to fit the needs Of the
business, little thought as to the ad-
vertising policy of the house, little
realization of the function of adVer-
tising, except where a competent ad-
vertising man is employed, and small
profit to the erstwhle advertiser.
Too many advertisers regulate their
appropriation by the supposed eX-
penditure OF their leading competitor.
Too many advertisers go into certain
mediums because competitors are in
them. Too many advertisers use Sec
tional or national mediums when
there distributor is only local OF Sec
tional. They are paying high rate
for wasted circulation that can do
them 10 possible good. Too many
small advertisers devote nearly all OF
their appropriation to space in the
daily papers, farm press and period
iicals In a vain effort at keeping up
with Lizzy," to the serious impair
ment of their followup. which If
rightly balanced and conducted should
bring home the bacon"
It is said that some solicitors can
talk better unhampered by facts.
In the face of this confession, thus
pulling and pushing of conflicting in
terests, is it any wonder that cam
paign now and then miscarries, to the
eternal waste of perfectly good money?
The advertiser who keeps ever burn
ing before him the bright light of hope
and remembers that advertising is
the direct means of telling his story
to the people, not of impressing his
competitors, is going steadily forward
toward the goal Of a trade that no
man can take away. and trade work
l..