Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1915-11-27
CHAPTER XII.
Is YOU THE BEST WORD IN AN ADVERTISERS
VOCABULARY?

The best way to get your reader through advertising
copy is by the direct active way That rule For
although simple language is almost always BEST there
few exceptions when conditions may require long words For
instance in the advertisement of something of exclusive class
when directed few who understand poysyabc Words
and who likely to buy account of atmosphere and
g rather than because of busnesske of price and
qan such few cases. you may be better able persuade
You the superb elegance of lofty language and delicate
indirecton.
But to the millions yon must talk turkey And you
have got put what you say that will not
only get to their understanding but will hit them their sell
shness In brief what interests most people most their
personalities willing to listen about himself and his
interests all day long His tires however if
to tell him the story of YOUR ife This human trait
found in Women. ao5
"You" then about the best word in the advertising
writer's vocabulary Yet 'copy" that in ads
is you'd to DEATH OF course there the
Of the you Quality. But rule you cannot too much
YOU" Surely you can get mans attention bestswh you
COPY You certainly INTEREST him best With you
copy Furthermore how could You convince hin H thus
get him act if yonr persuasion of theg yo skndf
And yet you get this virtue sof equality
into your copy without using the word you sAH
need to do is to make your copy personal For instance
when you UNITED States" you don't feel that you
included If you the Of your state you little
interested you the of your locality,
still interested The mention of your of some
peculiarly in connection with ofyour is what
would interest you most of all. s.
So, if you live in Smthvile, and ad starts off with
Of the 1900 Folk Sithville you lot apt to
read than if the headline said ATTENTION. For by
ocaizng your copy you personaze itpersonaizng
it In the SECOND person. and get the you quality there
its full essence you do not that particular pronoun
Obviously for this locazaon and REORGANIZATION of copy
there is medium good as the home newspaper
To suggest rather than to say right out is Literary
That is why good many writer's make very poor advertising
men, whereas businessmen particularly saesmen-are
apt to create most effective ad copy The literary falacy
usually found where the concet of merchant
facurer has made him victim to the persuasion of
genius who would write up his business This literary
genius forthwith plucks from his imagination possible
connection either of name historic association something
of that kind with which to link the of Smithhs pro
tenn employer That DONE he sets forth to gorfy that incident
with which he has hooked the of Smith Thus he
able go into the flowers of fancy eoquence eulogy of
the who paying him for the ad And the nearly
this kind of ad writer thus dees the mans business the
better he is apt be paid for this literary creation of his
But where is the head and tail of this kind of scopyf
What the am Does the manufacturer want to charge the
of this advertising with selling expense? Or does he
want to put it down among the ncdentas and justify it
through the that his daughter will be able to show it
her friends thus proving that her father of the nes
But if the ad for selling purposes why doesn't it tell why
they should buy of Smiths OF course though if the thing is
designed for daughters deectaton, then that's all right
Smith probably afford that personal indulgence
Only mans relatives and friends interested in copy
that all about him. Such people would buy from him any
It's the people who don't hang whether
Smith Perkins, but who will buy from you they feel
that will gvethem better vauehey the to whom
you have talk Otherwise your advertising would not be
usedat least not any business basis And fortunately
newspapers able to boast of business ike adver
Using than found in the usual medium magazine
advertising for instance may be Literary And per
haps that why newspaper advertising generally pays
we'll
MONDAYS chapter will be: what is the Best Way to At