Roanoke Rapids herald. [volume] (Roanoke Rapids, N.C.) 1914-192?, 1915-07-09
How to Write Advertising Copy
By HERBERT KAUFMAN
Author Of "Do Somefhingl Be Somefhiner


SKILLED layer OF works with small fragments
~ sone-they h into places than the larger chunks
The skilled advertiser works with small words-hey TIT
into more minds than big phrases
The simpler the language greater certainty will be
understood by the least intelligent reader
The construction engineer plans his roadbed where there is
minimum OF gradehe works along the lines OF least resistance
The advertisement which style is badly
suryeyeda minds not built for high grade thinking.
Advertising be simple When it is trcked out with the
ewery and silks OF literary expression looks much out OF
place ball dress the breakfast tablet
The buying public only interested in facts People read ad
yertsenents to find out what you have to sell
The advertiser who fire the facts the shortest time
gets the Blank cartridges make noise but they do
hitbank talk however clever, is only wasted
You your statesmen keep solid factsyo don't allow
them sell muslin with quotations from Omar trousers with
excerpts Marie Coe You tolerate your printed
selling talk anything that you willing countenance IN
personal craftsmanship
Cut out clever phrases they inserted the sacrifice of
clear expanaons-wre copy you talk Only be brief
Publicity costr than convesationranging price downward
line talk cheap but the expensive commodity
in the world
Sketch ad the stenogapher Then you will be
saying it, that you will have time bother about the
gewgaws writing Afterwards take the typewriter manuscript
every word and every line that be erased without
omtng important detail What remains in the end all that
really counted in the beginning
ultate brevy and simplicity "Savon Francois" may look
but people will understand French Soap Sir Isaac
Newon explanation gravon six but the school
boys and home What goes up down cnehes
the whole thing in six words.
Indefinite talk space 1t is not 1909 productive The
copy prices sacrifices hall pulling powert has
tendency bring lockers instead OF buyers 1t often creates false
Impressions Some people bound conceive the idea that the
higher priced than reatyotheb by the token
likely infer that the prices lower and 60 think
ing that You have exaggerated your statements
The be searched by the copy Big space
cheapest doesn't single eye Publicity must be
the offensive There far many advertisers who keep their
lights top of their bushelhe average citizen hasn't time to
oNerturn your bushe.
Small space expensive Like one flake snowstorm there IS
enough Of it to lay
Space comparative after all 1t is not OF how
used but how used The passengers the limited
press realize that has tackled twelve inch single
every post for stretch Of five miles, but they going
make what the shingles the twofeet letters
Browns big bulletin board the hill leap them before
they have chance dodge And that doesn't nearly
So much the total Of Zones dnky display.
lust advertisements attracv displayed day every
newspaper will find the OF all readers
how rapidly they be going through the advertising
pages and produce results than dozen pking copy
scattered through half dozen papers