The Lakeland evening telegram. (Lakeland, Fla.) 1911-1922, 1915-07-02
How To Advertise

The finest real estate ADVERTISING
| in the United States and perhaps in
the world is that done in the Los
Angeles Times, and the advertising
is artistic in the extreme with half
tones from photos and special de-
signing. This special designing can
also be done right in your city and
would double the value of your ad-
vertising space. So far I have made
reference only to newspaper adver-
Using and I want to say right here
to the man whose advertising APP
preparation is so limited that he can
use but one class of advertising, that
newspaper advertising is unques-
tionably the best, but whenever the
funds available will permit, the pub
licity should not be confined to one
channel
Newspapers first, then personal
appeal; that is, circular letters, at
! tractive leaflets and enclosures,
then novelty advertising, colored
postal cards, letter openers, pocket
rules, blotters and hundreds of other
advertising novelties that act as a
constant reminder and continually
call to the mind of the general pub
lie that you are in the real estate
business.
Then signs, outdoor advertising,
bulletin boards are of inestimable
value to back up and intensity the
effect of your publicity.
Now about enclosures, in all
letters mailed from your office. Did
you ever stop to think about the
fact that practically every letter is
mailed underweight and that you
could stuff it with good live adver-
Using matter If you had it on your
desk? The printing is cheap, and if
advertising Of this kind would re-
suit in one sale a year the profits on
that sale would more than pay the
expense. Try this-take one piece
of property, have a cut made, write
description of the property, state
price and terms, have this printed
on slip the right size to fit your
envelopes, and place one in every
letter that leaves your office. You
will be surprised at the results.
Now II were a real estate deal
er, during the winter months espec-
tally l would have an attractive
variety Of these leaflets and well
written form letter. | would have a
young man call at all the hotels in
the city after the arrival of the last
train at night, secure list of all
arrivals, return to the office and
address one of the letters with en-
closures to every arrival, in care of
the hotel and room, and mail It
through the postofTlcce SO that the
newcomer would secure the letter
the morning after his arrival. In
this manner you would undoubtedly
impress the individual with the fact
that you were a live wire and
would also appeal to his pride by the
mere fact that you know he was in
Tampa and where he was stopping,
and it is almost q foregone certainty
that If he was at all interested you
would at least get look in.
This is but one suggestion and
there are many others that can be
! adopted that will make the name of
your concern synonymous with real
, estate-and that is what your ad-
vertising is for. You have to make
the sale. Your advertising simply
creates the desire and finds the pros
pect-then 1t is up to you and the
-operty that you have to offer to
make the sale.
in conclusion I would urgently
/ advise that you place your publicity
in the hands Of an advertising ex-
pert. Let one who knows the game
buy your space, furnish the ideas,
write the copy. plan and conduct
your campaign in its entirety. The
proper way to do this is to say to
him, | am prepared to spend so much
money on this campaign. Now I
want results, it is up to you to pro-
duce.