Edgefield advertiser. [volume] (Edgefield, S.C.) 1836-current, 1913-07-02
Advertising
- Talks q
PERSONAL APPEAL
BEST FORM In ADS
Most Direct Advertising Copy
Brings Best Returns on !;
Investment.
By 3. r. WIlLIAMS.

Advertising Is the art of in6uenc
ing people to act as the advertiaW
wishes them tC act.
The most successful advertising ID
usually the most direct, personal sp
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 or manager or chief engineer OF
a 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 Imltators.
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 wat
underscored with chopped-up one
point rule, or to the conversational
style, the pictorial-and various epf
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
a new note, so we can all be first to
initiate it.
Advertising is largely initiative be-
cause people are initiative and we
are nation of hero worshippers and
nothing is so dead as broken idol
OF an abandoned advertising motif.
vor several years, clothing advertis.
ars 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 like
the leading house in the fur coat trade
puts out.
The retail merchant wants the style
and frequently the text of the Phlla
delphia or Los Angeles merchant
Really it's hardly safe to crib Lo'
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 practicins
the low of suggestion, which is akin
to hypnotism, only more deadly. Show
=ir. Little Dealer In any line the1
beautifully written and illustrated ad-
vertisement Of Mr.. Big Dealer in the
same line, spring the trap and the
victim is caught.
The universal desire for success or1
even the imitation Of success causes
a vast expenditure without adequate
consideration.
There is relatively little study OF
the market, little study or devislng OF
selling plans to fit the needs OF the
business little thought as to the adj
vertising policy of the house, little
realization of the function of adver-
tising, except where competent ad-
vertising man is employed, and small
profit to the erstwhile advertiser.
Too many advertisers regulate their
by the supposed ex--
penditure of their leading competitor.
Too many advertisers go into certain
mediums because competitors are In
hem. Too many advertisers use sec
tional or national mediums when
here distributor is only local CT sec
.ional. They are paying a high rate
for wasted circulation that can do
hem no possible good. Too many
small advertisers devote nearly all OF
heir appropriation to space in the
laily papers, farm press and period
icals in a vain effort at keeping up
with Lizzy," to the serious impair.
nent of their followup, which ii
lightly balanced and conducted should
bring home the bacon"
It Is said that some solicitors can
ak better unhampered by facts.
In the face of this confession, thus
pulling and pushing of conflicting in
erests, is it any wonder that a CAM
,aign now and then miscarries, to the
.ternal waste of perfectly good money?
The advertiser who keeps ever burn
ng before him the bright light Of hope
md remembers that advertising is
he direct means of telling his story
o the people, not of impressing his
is going steadily forward
oward the goal of trade that no
nan can take away, and trade work
r good will that Is invaluable