The Lakeland evening telegram. (Lakeland, Fla.) 1911-1922, 1915-07-02
(Tampa Times.)

Using agency, was the principal
speaker Thursday at the weekly
luncheon of the Tampa Real Estate
Board. Mr.. Glenn spoke on adver-
Using as it effects the real estate
dealer. His talk, which is given be-
low, was afterwards commented up
on by W. B. Gray of the Gray-Ball
i Realty Company as one of the
strongest features of the best meet
ing the Tampa board has ever held.
Mr.. Glenn's address, in part, fol-
lows:
There is no investment that will
pay better than intelligent, persist
ent and economical advertising. and
there is no way that money can be
thrown away faster than by unintel-
ligent, spasmodic and extravagant
advertising.
Then comes the question, what
is intelligent advertising? That
question cannot be answered except
as it applies to the particular article,
product, enterprise, or promotion in
question. OF course, there are fun
damental principles that must be
followed in promoting any publicity
campaign, such as the selection of
mediums, the preparation of copy
and the correct illustration of copy.
Even these features are governed by
the nature of the advertised article,
and the class of people who would
be most likely interested and become
purchasers. So l am forced to re-
peat that the question what is in
telligent advertising?" must be an
swered according to the nature of
the article for sale, and as the gen.
tlemen present are more interested
in real estate than anything else l
naturally presume they would pre-
fer hearing real estate advertising
discussed.
In the first place we will take
mediums:
THE selection of advertising
mediums must be made with con-
siderable care The fact that there
Is always certain percentage of
loss in all advertising must be con-
sidered, and the selection of medi
ums made with view of minimiz-
ing this loss. You know what you
have to sell, you can form a very
good idea of the class of people who
are the most likely to purchase.
Then choose those mediums that are
most popular with and appeal to
that particular class of people.
What | mean by this is that II you
have large tract of timber land for
sale use those mediums that appeal
to the lumberman and inanciers
that might be Interested ia tnc
proposition from an investment
standpoint. If you have seaside re-
sort properties for sale. use those
mediums that reach the wealthy
and pleasure loving class. Choose
the mediums that reach the class of
people that are really prospective
purchasers and by SO doing you re-
duce the percentage of lost motion
and secure the maximum results
from your publicity expenditures.
Next in Importance is the copy,
and the most valuable requisite in
copy writing is the truth, plainly
and simply told. Steer clear of big
words, long sentences, deep argu-
mentsc and above all don't try to
be funny. Tell the prospective
customer just what you have to sell,
convince him how much he needs it,
appeal to his pride and his pocket
and always be prepared to deliver
the goods just wee bit better
than you advertise. Illustrate your
advertising, use Photographic cuts
of the property you have for sale.
These cuts are inexpensive and can
be secured in a few hours notice
right here in Tampa. Not only do
these illustrations convey a better
idea of the property but they act as
an eye catcher and compel the read
er to see what you have to offer.