Licking Valley courier. [volume] (West Liberty, Ky.) 19??-current, 1913-02-06
ARGU MENT NEEDED
TO BACK UP ADS
Clear and Concise Reasons Nee
essary to Give Force to
Publicity.
BY j. M. scHLlTz.

The argument in an advertisement
is subject that covers 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 I'M
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 we'll 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
ing the advertisement. This ig an i'm
portant matter in advertising, and l
believe that the reason so many ad-
vertisers fail to secure the expected
results, 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
man merchandise, whether 1t 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
is then necessary that we excite his
interest, which Is little easier, II we
have something in which he Is inter
ested. Then, 1t is necessary to create
in him a desire to have by showing
him the many improvements and bene-
fits that he will derive, and lastly, in
duce in him the determination to buy.
Two Ultimate Results.
An. advertisement intended to Sc
cure direct results or sales, must have
a proposition which should have in
view two ultimate results; 1t must
either induce the expenditure Of mon
ey, or induce the exercise of choice.
In the first place, supposing the ad.
vertised article Is merely an improve
ment over the usual type Of an ar
ticle in general use by certain class
of users, which gives satisfactory re.
suits, and which is generally consid
cred as meeting the requirements OF
that class Of users. Here 1t is neces.
sary to produce such argument as will
induce the purchaser to discard the
present article and decide on the other
expenditure Of money, which he had
not intended to spend. In order to dc
this, 1t is necessary to give specific
reasons, showing why and how the
article would make saving, by dis
cardlng the one already in use, and
putting in the new.
This cannot be accomplished by
simply dealing In generations or fol
instance saying: "Our machine will
save you 800 month, It is far ahead
of the machine you now have" Il
must be explained just how this say
ing is accomplished and whether Of
not It will economic In material, la
Dor or whatever the case may b,
and In such a way that the prospec
tive purchaser may grasp 1t withou
requiring considerable study on hi
part
Where II is necessary to induce tn
exercise of choice, 1t is q dlfferen
, proposition, for this is a case wher
the man intends to spend the money
perhaps for the same article tina
G he has been buying heretofore, bu
I instead Of spending It for the articl
for which he intended to spend II,
Is induced to make change and bu
something different In this, the az
Yertiser would argue or reason VIII
this change would be benefit to tn
purchaser II will depend altogethe
| on the reasons and the way these rel
= sons are placed before him. that wi
induce him to make that change.
Must Give Reasons.
= The average man In business think
0 he is getting along well enough wilt
E his present appliances, until such CO..
vincing argument is brought befol
u him as will show him why II is ne
!. essary to make an expenditure
. money on which he had not counte
But, this everlasting simply deallr
e in generalltles without any partjc
n lar proposition in view, will not n
n compllsh the desired results. Cor
y that begets results must have ARG
T. ment that oonvinces by giving Glen
Il concise, definite reasons, showing n
where and the how of the promo,
u ton. II ia argument that produce
t results, that counts. Simply comil
Ia out in an advertisement and sayinl
81 make the best hats in the world