Eagle River review. [volume] (Eagle River, Wis.) 1890-1927, 1914-09-11
Points on
Advertising
By HERBERT KAUFMAN
\
(Copyright.)
How to Write Advertising Copy
(Copyright.)

A skilled layer Of mosaic works
| with small fragments of stone-they
| fit into more places than the larger
/ chunks.
The skilled advertiser works with
small words tthey fit into more minds
than big phrases.
The simpler the language the greater
certainty that it will be understood by
the least intelligent reader.
The construction engineer plans his
roadbed where there is a minimum OF
qrade-he works along the lines OF
least resistance.
The advertisement which runs into
mountainous style is badly surveyed
all minds are not built for high grade
thinking.
Advertising must be simple. When
it is tricked out with the jewelry and
silks of literary expression it looks as
much out of place as ball dress at
the breakfast table!
The buying public is only interested
| in facts. People read advertisements
to find out what you have to sell.
The advertiser who can fire the
most facts in the shortest time gets
the most returns. Blank cartridges
make noise, but they do not hit
blank talk, however clever, is only
wasted space.
| You force your statesmen to keep to
solid facts-yo don't allow them to
| sell muslin with quotations from Omar
or trousers with excerpts from Marie
| Corelli. You must not tolerate in your
printed selling talk anything that you
are not willing to countenanee in per-
sona craftsmanship.
Cut out clever phrases If they are
| inserted to the sacrifice of clear ex-
| plantations copy as you talk.
Only be more brief. Publicity is cost
| lier than ersation-ranging in
price downward from $40 line; talk
| is not cheap but the most expensive
commodity in the world.
Sketch in your ad to the stenogra-
pher. Then you will be so busy "say-
ing It" that you will not have time to
bother about the gewgaws of writing.
uscript and cut out every word and
every line that can be erased without
pmitting an important detail. What
remains in the end is all that really
counted in the beginning.
Cultivate brevity and simplicity.
"Savon Francois may look smarter,
but more people will understand
French Soap" Sir Isaac Newtons
explanation of gravitation covers six
pages, but the schoolboy's terse and
homely What goes up must come
down" clinches the whole thing in six
words.
Indefinite talk wastes space. 1t is
not 100 per cent productive. The copy
that omits prices sacrifices half it's
pulling power-it has a tendency to
bring lockers instead of buyers. 1t
often creates false Impressions Some
people are bound to conceive the idea
that the goods are higher priced than
in others, by the same token,
are just as likely to infer that the
prices are lower and go away think
ing that you have exaggerated your
statements
The reader must be searched out by
the copy. Big space is cheapest be-
cause it doesn't waste a single eye.
Publicity must be on the offensive.
There are far too many advertisers
who keep their lights on top of their
bushel-the average citizen hasn't
time to overturn your bushel.
Small space is expensive. Like a
one-flake snowstorm, there is not
enough of it to lay.
Space is a comparative matter after
all. 1t is not case of how much is
used but how it is used. The passen-
gers on the limited express may real
lie that Jones has tackled a twelve
inch single on every post and fence
for stretch Of five miles, but they are
going too fast to make out what the
shingles say; yet the two-foot letters
Of Browns big bulletin board on top
of the hill leap at them before they
have chance to dodge it. And at
that it doesn't cost nearly so much as
the sum total of Jones' dinky display.
Just SO advertisements attractively
displayed every day or every week for
year in one newspaper will find the
eye Of all readers, no matter how rap
idly they may be going" through the
advertising pages. and produce more
results than dozen piking pieces of
copy scattered through half dozen
papers.