The Palatka news and advertiser. [volume] (Palatka, Fla.) 1908-19??, 1913-05-02
Peninsula the following season.
Brief Literature Paws

pTIoI LitcIdturo rays
Advertising literature should be com
piled briefly and 10 the point. People
who waste time in peruSing long and
tedious publicity matter are usually the
people who are satisfied TO remain
where they are. The "follow up" sys
TEN is the plan TO pursue because if a man
is really interested in a proposition be
is bound TO make further inquiries.
Those people who fall for the beauti.
full language used in a flowery circular
come 10 the state with the intention OF
spending as little money as possible
through the season. They set aside a
fund TO spend before they leave their
homes and on reaching here will take
twenty five dollar a week job away
from a permanent resident who really
needs the work, for mere eight or
ten dollars, because if | can enjoy the
climate and make my expenses at the
same time, am going to do it,"
The man that counts is the business
man who desires 10 take rest through
the winter, or 10 send his family down
if he cannot come. He is busy when
he receives Florida literature and he
will be influenced by straight TO the
point, brief facts rather than by stories
with poetic ruffleS relating 10 ''beautful
flowers, ideal moonlight nights, social
features" ETC., woven into pamphlet
that, instead OF comprising twenty pages,
should have but six or eight He knows
that Florida possesses all these advant
ages without having to be reminded of
them, and it is thing that he expects.
A Brief Example
II you have good fishing anywhere in
the vicinity of your town, tell of il.
Don't begin by wasting such words as,
"Wending your way through the beauti.
full streets and avenues, after few min
uteS' walk you reach the lake side
where for small sum a boat may be
hired that will take you TO the fish beds
and in a few hours you will have had
such sport with hook and line that you
will wonder If ii was not at this spot
that the fame Izaak Walton won his
reputation" To use slang expression,
cut the comedy and bear down on the
loud pedal with: "Angling in the lakes
is considered the finest in Florida
Boats may be hired for three dollars a
day that will take you to the best fish.
lHS SlOuuuS. ue SnOTl sentence Win
facts told in few words sinks in deep
and will be remembered. The man in
terested in fishing takes it for granted
that the resort has beautiful streets and
avenues to "wend" his way through.
He is after fish, not scenery.
Such literature distributed among
people who are looking for place TO
spend the winter, if printed on the
poorest of paper, will give hadsome re-
turns in the form of new visitors the
coming season. If there is any doubt
as TO short, concise language being a
paying proposition, it should be remem.
bered that the attorney who originated
stop, Look, Listen" for railway cross.
ing warning signs was paid just $40, 900 a
word for that combination by the Penn
Sylvania railroad some years ago.
Practicing what the above breaches,
this entire article may be summarized in
short paragraph. Prepare short,
Straight-to-th point literature, and en-.
terrain your winter visitors in such a
manner that when they return home
they will distribute this literature among
friends This, because they like your
town and wish their neighbors 10 enjoy
the delights OF it with them there the
next season.