New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1913-12-08

he will not be conscious OF your adver-
tisement ut all. The first effect OF your
advertisement will be on his sub-conscious
self. The advertisement will have an ef-
feet on him without his knowing It. At
later time II will penetrate to his sub
conscious self, and in time may affect him
to such an extent that he will begin TO
look for 1t and will take a definite, decided
interest In IL.
1T Is your object to make a mental
photograph on that mans mind that
gradually will inspire him with an inter
est and desire to use your bank BY
the use Of the daily papers continuously
you are sure to accomplish this result
Therefore, 1t is unnecessary to attack
the man on any side line. such as his re-
ligious side, or his business side, or his
amusement side, or the society side. You
are only spreading your ammunition UNI
necessarily. If you do get him both times
by using both papers you are really dupli-
eating your advertisement for II you get
him the first time through his daily paper
IL is not necessary to get him the second
time through another paper. 1t will be
advertisements in the standard daily
papers than 20 try to reach the man from
another standpoint as we'll as this one.
1.-THE amount OF space you use and the
number OF times you advertise vary &C
cording TO the size of the bank and the
amount Of money that you want to spend.
II Is my advice that you say something
in each one of the advertisements.
II am presuming that you will work
through some good agency that will place
your copy This costs you nothing, and
you get a great deal of help, even II 1t is
only clerical help. Agencies can help
you write your copy. and / would insist
that the agency does help you. You VIII
not be able to use all OF the copy that
they write; IL will probably be much
longer than you will want, and will PROB
ably promise a great deal more than you
will dare print, but the ideas In 1t often
will be good. and you can adopt many
OF them.
Talk over your ads with your cashiers
and tellers and the people who meet the
general public. They are In the habit or
pleasing the general public and they
KNOW what 10 say. fe OH. tllc loohONN
constantly for advertising ideas, and you
will find that you have more copy on
hand than you can use.
81 think II Is of advantage to have
your advertisements of general, similar
appearance, enough so that they VIII be
recognized as an advertisement belonging
distinctly TO you, even though the person
does not take time TO stop to read them.
The Title Guarantee and Trust Company
uses always the same type and the same
border Our type is made for US especial
~ and is not used by any one else.
II believe in using plenty OF white
space. IL you are going to use fifty lines,
single column. think you will get better
results, for the purpose Of making a gen
eral impression. IL you do not use more
than one hundred words in this space
than YOU will II you use two hundred
words. | repeat, that I think you ought
TO say something in every 'ad.' The pub
LEGATION OF your name, your address, your
capital and surplus and the names OF the
officers and directors is all interesting
TO brother bankers, but does not influence
the general public one half as much as
we think.
There was a time when any KIND or
advertising seemed to pay. but nowadays
when things are so expertly done, the use
OF brains has become almost as important
as the use Of money"