Northern Wisconsin advertiser. [volume] (Wabeno, Wis.) 1898-1925, 1913-08-29
AID MUST ATTRACT ATTENTION
Care Should Be Exercised in Prepar
ing Copy If Good Results
Are Desired.

Writing an ad is regarded by many
business men as dread task, and as
such the task is deferred to the last
moment, is given little serious thought
and is finally disposed of as quickly
as possible. However, this is not ad
writing-it is only space filling, and is
practiced only by the smaller adver-
tisers using space that doesn't cost
enough to be thoroughly appreciated.
Advertisers using space in some OF
the Chicago Sunday papers at $500
per page are more particular about
the preparation of ad copy.
Sometimes advertisers make noise
like a whole brass band in their adj
vertising, while at the store the big
event corresponds more to the noise
of tin whistle. That kind of adver-
Using does more harm than none at
all. The big noise in the advertising
is all right IL carried out in the store.
On the other hand, some expect to
pull off big sale on the strength of
by ad. Such sales usually fall fiat
and too often the disappointed mer
chant is ready to say advertising does
not pay. If a special sale isn't worth
advertising properly it isn't worth at
tempting and that is the impression
the public will gain through a lax and
embarrassing stereotyped way of mere
ly announcing, "a Big Sale Now on
at Smith & Co.'S. Wonderful Reduc-
tons. Everything Bargain. Come
Early and Avoid the Rush." ETC., etc.
The same old thing that others have.
been copying for 20 years.
There are SO many ads that possess
no originality, nothing of interest, no
educational value. Because the ad-
vertiser knows all about his goods Is
no reason to think the people do.
Something instructive is both interest
ing and appreciated, and here is where
absolute truthfulness wins.
Sensationalism in advertising is
thing of the past. Bizarre and freak
ish headlines have gone the route Of
all other foolish things. They are OBJ
solete, strictly out of date, in modern
advertising
Fine writing in advertising is not
nearly so effective as cold facts in
plain and simple language.
The public is more interested in the
proposition that is offered than in the
firm that is offering it, hence the
headline announcing the proposition
takes procedure over the name of
the firm and should occupy the first
and most prominent position in an ad:
If the reader is interested in the thing
proclaimed by a good headline that
catches his eye, he will look for the
name of the firm. If his eye is caught
by the name of the firm at the top Of
an ad boldly displayed, he is not SO
likely to look then to see what Smith
& Co. have to say, unless he has an
unusual amount OF curiosity or is par
ticularly interested In the doings and
sayings of Smith & Co.
An ad without head in either words
or picture is like side show without
barker-there is nothing to draw the
crowds, to arrest the attention and
tell the people what is on the inside.
The first mission of advertising is
~ NC cCCA- CbLilC aus SIcAQ OQI anu
demand attention, but many are so
common, so like all others, that they
fail absolutely to attract any atten-
ton.
A few we'll chosen words descrip-
tive of something is worth a whole
catalogue of generalities.
There would be no objection to
could be- induced to digest it. but as a
rule he will not even taste it to dis
cover it's flavor.